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WideOrbit and Viant Announce Integration, Automating Linear TV Buying and Delivery

IRVINE, Calif., May 5, 2020 –​ Viant, a people-based advertising technology company, today announced its partnership with WideOrbit, a media platform connecting ads and audiences everywhere, allowing Viant customers to advance linear TV ad buying and delivery of ads in a true omnichannel approach. With Viant’s addition of WideOrbit’s Programmatic Marketplace TV advertising solution, marketers can now efficiently buy live TV inventory and track their campaigns through a single platform.

As part of the integration, Viant clients can plan, execute and measure linear TV alongside their CTV, mobile, desktop, DOOH and audio executions, while minimizing the time and manual steps otherwise involved. With access to all advertising breaks within any show, and the ability to leverage household-level deterministic insights for pre-planning strategies, Viant will facilitate greater TV viewer reach and campaign results for its customers.

“As TV and video budgets continue to shift to programmatic and TV emerges as a key part of the digital ecosystem, automation is critical. Advertisers truly need a transparent and automated strategy for planning, executing and measuring their linear TV buys,” said Jon Schulz, CMO at Viant. “This strategic partnership with WideOrbit further supports Viant’s strategy of delivering customers a leading omnichannel platform for their campaigns.”

“Demand continues to increase for automated, measurable transactions across all media channels. Partnering with Viant creates a successful strategy for advertisers working toward a more holistic approach to targeting, allowing them to easily include linear TV in their cross-channel campaigns. By bringing that demand to TV stations selling their inventory through WO Programmatic Marketplace, we’re providing access to new revenue streams that will allow them to maximize yield,” said Mike Zinsmeister, CRO at WideOrbit. “We are happy to make our TV station clients’ supply of premium, linear television inventory directly accessible to agencies and brands through an industry-leading partner like Viant.”

Tune in to our webinar to learn more about how automation makes buying local TV easier than ever, May 5, 2020 at 1 p.m. EST.

About WideOrbit

WideOrbit helps media companies do more business by making it easier to complete more transactions. It’s the one platform that ties everything together – from pitch to payment, programmatic and digital ad sales to cash-in-advance. Doing more business means doing less paper-chasing, less chair-swiveling, and less data re-re-entry. Only WideOrbit brings a wider-world approach, providing the broader capabilities, bigger insights, and better connections media companies need. That’s why, since 1999, so many industry leaders – from AMC to Meredith to Viant – have partnered with us.

WideOrbit is headquartered in San Francisco with offices worldwide. Customers include NBCUniversal, Tribune Media, Entercom Communications, Hearst, Univision, Nexstar, Gray Television, TEGNA, DirecTV and many other top media companies around the world. Learn more at wideorbit.com.

About Viant

Viant® is a leading people-based advertising technology company that enables ad buyers to plan, create, execute, and measure their omnichannel digital advertising investments. Its cloud-based, self-service platform Adelphic® provides the ability to execute programmatic advertising campaigns across desktop, mobile, CTV, audio, and digital out-of-home. Viant’s proprietary, first-party data, which is linked to 115 million households and over 1 billion connected devices, is combined with access to more than 12,000 audience attributes, from 50 leading data companies to enable scaled and accurate audience targeting and attribution.

Founded in 1999, Viant is privately-owned with 10 offices across the U.S., including Atlanta, Boston, Chicago, Dallas, Denver, Detroit, Irvine, Los Angeles, Minneapolis, and New York. To learn more, visit viantinc.com.


For press inquiries, contact media@widedorbit.com.

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