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WideOrbit Integrates Ad-ID to Simplify Communications Between Networks and Ad Buyers

SAN FRANCISCO, December 6, 2018— WideOrbit is making it easier for national cable networks to collaborate with ad buyers, track campaigns, and generate insights from metadata embedded in advertising assets. The company said today that it will integrate Ad-ID, the industry standard identifier in the United States for tagging commercials and other advertising content, with its WO Network software for managing network commercial operations.

The integration of Ad-ID lets WO Network customers easily view the metadata that a media buying agency has associated with an advertising execution. Upon receipt of an asset from the media buyer, information like advertiser, commercial title, commercial length, and industry standard product categorization are instantly viewable in WO Network. Without having to make any additional manual entries, this data is then accessible for action and analysis.

WideOrbit plans to make Ad-ID available to WO Network customers in the first half of 2019 at no additional charge.

Ad-ID’s standard naming convention creates a unified workflow from media buyers to broadcasters, networks, radio and digital media companies. Ad-ID provides advertisers and media companies with visual verification of metadata that can be used for decisions like which ad copy version to run.

“Bringing Ad-ID into WO Networkis an example of how WideOrbit is collaborating with solution providers to streamline our clients’ operations and enable them to directly connect connections to the advertising community,” said Eric R. Mathewson, Founder and CEO, WideOrbit. “Integrations like these help us remain true to our goal of making it easy for media companies to monetize their audiences.”

“By adopting Ad-ID on behalf of its cable network clients, WideOrbit is showing leadership in fostering more accurate, more efficient systems that benefit users across the entire ad sales value chain,” said Harold Geller, Executive Director, Ad-ID. “Eliminating manual processes with Ad-ID will encourage faster, more accurate communications that help cable networks strengthen relationships with ad buyers.”

About WideOrbit
WideOrbit is the technology platform for media companies to connect audiences and ads, everywhere. Its mission is to simplify media buying and selling by focusing on innovation, customer delight, and value creation for both sides of media transactions. Starting with its core traffic management solution, WideOrbit centralizes operations and streamlines workflows for radio, cable, and television companies. The company continues to introduce new benefits to the media industry, including a programmatic media exchange for increasing demand for advertising inventory and improving campaign efficiency.

WideOrbit is headquartered in San Francisco with offices worldwide. Customers include NBCUniversal, Tribune Media, Entercom Communications, Raycom Media, TEGNA, AMC Networks and many other top media companies around the world. Learn more at

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