Gray Switches to WideOrbit For Traffic

Gray Television Inc. has selected WideOrbit to replace its legacy traffic vendor for 86 of its stations in 30 U.S. markets. Gray has selected WO Traffic with Internet Orders and WO Media Sales, which will be provided through WO Cloud, WideOrbit’s complete hosting service.

Gray selected an integrated suite of WideOrbit products that will deliver a centralized traffic system, facilitate digital advertising orders and help improve workflow and efficiencies across key areas of the organization.

WO Traffic with the Internet Orders module provides integration to Google DoubleClick for Publishers (DFP) and allows spot and digital advertising to be managed together on a single order—from order entry through to invoicing.

WO Media Sales is managrd sales operations across account management, avails and planning, order EC, multimedia selling, research and analysis.

WO Cloud is a hosting service that delivers WideOrbit products to clients over the Internet and includes all necessary hardware, software, integration, maintenance, upgrades and technical support.

“We selected WideOrbit because they offer a tightly integrated solution that will strengthen our overall processes and provide us with tremendous visibility and reporting across our business,” said Nick Waller, SVP of Gray. “By centralizing on WO Traffic with Internet Orders, we’ll be able to easily manage and maximize our advertising inventory across all of our properties, including our digital stations and websites.

“WO Media Sales will help streamline workflow for our AEs and provide us with better insight and control across the entire sales process. By hosting the entire solution on WO Cloud, we can refocus our resources on other critical areas of the organization.”