WideOrbit, CoreMedia Team On Programmatic

CoreMedia Systems and WideOrbit jointly announced today that inventory from TV stations participating in WideOrbit’s WO Programmatic TV marketplace will be available through CoreBuy TV and CoreDirect software for planning, purchasing and managing direct response advertising. 

The companies said the integration of CoreBuy TV, CoreDirect and WO Programmatic TV “produces the TV industry’s only programmatic direct response ad buying solution to automatically deliver offers from media buyers to broadcast TV station traffic systems for approval, execution and invoicing.”

The companies said they also plan to add the capability to plan and purchase cable network inventory soon.

The partnership brings together CoreMedia Systems, planning software used by direct response agencies, with WO Programmatic TV, which offers broadcast television inventory from stations that reach over 97 million households in 147 of the United States’ 210 media markets.

CoreMedia’s clients place more than $5.7 billion annually in direct response media and its CoreDirect software is used by more than 130 direct response agencies and buyers.

The project was piloted by Gray Television, the owner and operator of 51 stations across the U.S., and Harmelin Media, a Philadelphia-based advertising agency.