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WideOrbit and The Trade Desk Partner to Match Broadcast TV Ads with Advertiser Demand in Programmatic Exchange

WO Programmatic TV’s supply of premium local broadcast inventory available now to clients of The Trade Desk

SAN FRANCISCO, April 15, 2015 WideOrbit, Inc., the leading provider of advertising management software for media companies, announced that The Trade Desk, a leading demand-side platform in advertising technology’s $5 billion real-time bidding industry, will offer broadcast television advertising inventory from WO Programmatic TV to its clients. Starting today, marketers and agencies using The Trade Desk’s sophisticated buying and attribution tools can purchase ad units from the supply of television spots availed by networks and broadcasters that use WO Programmatic TV, WideOrbit’s programmatic sell-side exchange.

The partnership brings strong benefits to both companies and their customers. For the first time, The Trade Desk clients can purchase television spots through its demand-side platform. Broadcasters participating in WideOrbit’s WO Programmatic TV online marketplace will be able to realize the full value of their inventory by availing it through The Trade Desk’s user interface to its client roster of agencies and trading desks at every major global holding company.

“We are truly pioneering new ground with WideOrbit by transacting broadcast TV inventory through our platform programmatically,” said Jeff Green, CEO and founder of The Trade Desk. “Our engineering team developed technology that offers simple, streamlined automated transactions built on the OpenRTB principles that have turned programmatic advertising into a thriving industry. We expect WideOrbit’s broadcast TV partners will receive many new opportunities to realize the full value of their audiences by promoting their inventory to media buyers at agencies and trading desks.”

“Partnering with The Trade Desk produces a winning combination for advertisers who want to increase the reach and targeting of their TV campaigns and broadcasters looking to grow revenue while managing their inventory value,” said Eric R. Mathewson, Founder and CEO, WideOrbit. “We are proud that WO Programmatic TV’s supply of premium television inventory will be directly accessible to agencies and brands from The Trade Desk’s user interface. Broadcasters that join the WO Programmatic TV exchange will have a seamless option for optimizing yields and unlocking more value from their inventory.”

Mathewson continued: “We expect our partnership with The Trade Desk to deepen as demand increases for automated, measurable advertising transactions executed across multiple media forms.”

This announcement follows the formal launch of WO Programmatic TV, WideOrbit’s end-to-end programmatic marketplace for transacting local broadcast television spots and part of its comprehensive platform for maximizing media company revenue and streamlining operations.

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