WideOrbit Expands Its Programmatic Direct

Wide Orbit, a media platform for connecting ads and audiences, has expanded its WO Programmatic solution to support programmatic direct TV advertising transactions.

WideOrbit Programmatic Direct lets media buyers plan, negotiate and execute fully automated, guaranteed local TV campaigns with first- and third-party data integration and recognition of existing business terms between buyers and sellers.

Many of the new capabilities introduced today in WO Programmatic were developed in response to successful test buys performed earlier this year in partnership with Amplifi US, the media investment platform of Dentsu Aegis Network.

“We are thrilled to see ad tech leaders like WideOrbit re-imagining tools for buying reserved TV inventory programmatically,” said Jennifer Hungerbuhler, EVP, managing director, local video and audio investment at Dentsu Aegis Network. “Integrating first party data and automating guaranteed buys makes it simpler and more appealing to buy local broadcast advertising on behalf of our clients, so we would love to see more TV broadcasters make their inventory available in this way.”

Other WO Programmatic features include fluid budget controls for managing guaranteed and non-guaranteed inventory in the same campaign and budget commitments between the two models. Advanced machine learning and data integrations allow buyers to target audiences and value inventory in new ways. WideOrbit’s programmatic TV coverage footprint connects advertisers with local TV inventory reaching up to 92% of United States households.

WO Programmatic has been widely adopted by broadcasters that run their advertising operations with WideOrbit’s WO Traffic. According to Wide Orbit, “additional benefits of activating WO Programmatic with WO Traffic include stewardship of material instructions, simplified reconciliation and holistic yield optimization of direct sold, electronic and programmatic orders.”

“WideOrbit is committed to fostering better connections between demand partners, broadcasters and cable networks to make it easier and more efficient to transact,” said Ian Ferreira, EVP, programmatic at WideOrbit. “Automated, data-driven programmatic solutions that support guaranteed and non-guaranteed buying are making local broadcast TV inventory more accessible and actionable than ever.”