Videa Boosts Programmatic Scale Partners

Videa, a Cox Media Group-backed supply-side platform bringing automation and data-driven sales to broadcast television, today announced a series of agreements that increases its scale both on the supply and demand sides.

The newly signed deals include television station groups Raycom and the E.W. Scripps Co.; demand side platforms TubeMogul, The Trade Desk and VideoAmp; as well as media tech company 4C.

Video said that as advertisers seek new ways to quickly reach and engage with local consumers, “Videa has created workflow efficiencies and advanced advertising opportunities that maximize local spot TV campaigns.”

“The new deals with our sell- and buy-side partners enable us to create scale with both breadth and depth of inventory in local markets, while also providing the highest programmatic demand to our broadcast clients,” said Shereta Williams, president of Videa. “We are excited to expand our automated sales solution and make it easier to buy local audiences at scale.”

“Videa’s platform has enabled us to accelerate our capabilities for customers, in line with the growing demands and potential shift in media purchasing workflow,” said Pat LaPlatney, COO, Raycom.

“This partnership and integration with Videa bolsters the amount of linear TV inventory available to our clients and will help us build on the progress we’ve made in automating brand advertising across screens,” said Keith Eadie, chief marketing and strategy officer, TubeMogul.

Videa’s new partnerships build on the company’s existing relationships with broadcast station groups Cox, Graham Media Group, Hearst, Tegna Media and Media General, and major buying agencies, including Carat and its business unit, Amplifi as well as Starcom and U.S. International Media.

Videa will also make their broadcast inventory available through Mediaocean’s Spectra and STRATA’s media buying platforms. In addition, Videa continues to partner with Cox Reps, the leading national TV representation firm for local broadcast televisions stations.

Videa is owned by Cox Media Group, a division of Cox Enterprises, which represents 14 stations and owns Cox Reps.

In addition to new partnerships, Videa has re-launched its website “to better align with the company’s new capabilities.”