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WideOrbit Launches Programmatic Radio Marketplace

WO Programmatic Radio delivers programmatic advertising offers via WideOrbit’s traffic platform; Entravision and others commit to participate

SAN FRANCISCO, September 15, 2015 ­– WideOrbit Inc., the leading provider of advertising management software for media companies, has launched WO Programmatic Radio, a cloud-based marketplace for broadcasters, brands and agencies to engage in automated advertising transactions. Building on the success of WideOrbit’s WO Programmatic TV, the radio marketplace matches advertiser demand with inventory from stations running their sales and traffic operations with WO Traffic.

Entravision Communications Corporation is WideOrbit’s launch partner. Entercom Communications, Radio One and other WideOrbit customers have agreed to participate as the marketplace expands.

WO Programmatic Radio will give advertisers a simple way to reach our valuable Hispanic radio audiences nationwide,” said Jeffery Liberman, Chief Operating Officer of Entravision. “We are especially pleased that WO Programmatic Radio allows our station general managers to compare programmatic offers with their other sold business. This will help us guarantee that our programmatic sales channel is driving new revenue to our stations.”

“There’s no question that programmatic will become an important revenue channel for radio. WO Programmatic Radio’s integration with our traffic system will make it incredibly simple for our stations to start taking advantage of this new revenue stream,” said John Graefe, CIO/Vice President of Information Technology at Entercom Communications.

By following broadcasters’ existing workflows, WO Programmatic Radio makes it nearly seamless for any station to open a programmatic sales channel. Its integration with WideOrbit’s widely-installed WO Traffic makes it simple to review, accept and air programmatically transacted ads. Stations may review offers alongside existing business, listen to the ad copy, and decide if and when to accept offers.

WO Programmatic Radio keeps station managers in complete control of their inventory and pricing while optimizing ad yield across all sales channels. Participating stations are never required to “carve out” inventory to participate in WO Programmatic Radio.

For ad buyers, WideOrbit’s programmatic solutions ease the process of purchasing spots across numerous broadcast stations. The ability to buy radio advertising programmatically is expected to attract agencies that also purchase digital media because they can leverage the largest mass medium to extend reach and frequency; carefully target audiences with first-party data; and dramatically reduce the operational costs associated with purchasing radio at scale.

WO Programmatic Radio enables WideOrbit’s radio clients to participate in cross-media and digital campaigns,” said Eric R. Mathewson, Founder and Chief Executive Officer of WideOrbit. “We are working every day to remove technological barriers for our customers to access efficient new revenue streams. By accessing new demand and leaving stations in complete control of their inventory, WO Programmatic Radio will bring exceptional value and new dollars to every participant.

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