Breakthrough shows growing popularity and wide acceptance of programmatic TV advertising
SAN FRANCISCO, Calif., January 4, 2018 – Programmatic TV has passed a key milestone on its way to becoming a mainstream method for buying and selling advertising: WideOrbit’s WO Programmatic is now the first and only platform to offer local ad inventory on more than 1,000 TV channels.
Stations participating in WO Programmatic include properties from prestigious station groups such as Raycom Media and Gray Television, among many others. Stations from each participating group offers some or all of its inventory through WideOrbit’s open marketplace buying model, programmatic direct connections, or both.
WideOrbit’s WO Programmatic TV offers by far the largest pool of local broadcast TV advertising inventory available through a programmatic TV platform. This inventory includes stations in all 50 of the top 50 media markets and 181 markets overall, reaching more than 110 million households. The number of stations offering spots with WideOrbit is more than five times larger than the number stated by any other programmatic TV platform.
“It’s a tipping point for the local TV industry to have the vast majority of stations now offering inventory with programmatic platforms,” said Nick Waller, Executive Vice President & Co-Chief Operating Officer, Gray Television. “We are optimistic that achieving critical mass will make our inventory more attractive to agencies looking for an efficient way to purchase broadcast TV at scale and to advertisers that want to supplement digital media campaigns with TV’s superior reach and impact.”
“I’ve been saying for about 10 years that the tipping point for programmatic TV was about six months away. As we pass this milestone, we can now say that PTV’s day is finally here,” said Eric R. Mathewson, Founder and Chief Executive Officer, WideOrbit.
Mathewson continued, “As it joins the mainstream of linear TV transaction methods, media companies and ad buyers will find that programmatic is a win-win-win. Stations get a new complementary sales channel for incremental revenue, ad buyers will find it far easier to purchase local TV audiences at scale, and both sides will have ample opportunities to grow their overall profitability by reducing the cost of doing business together.”
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 wideorbit.com.