New updates make it easier for broadcasters to boost revenue, cut costs, and streamline operations

NEW YORK, July 22, 2025 – WideOrbit, the leading provider of broadcast TV and radio ad traffic solutions, today announced the general release of WO Traffic v25.1, the newest version of its flagship ad traffic and revenue management platform. Built to help local broadcasters manage, scale, and optimize advertising workflows, WO Traffic v25.1 delivers powerful new tools to simplify tasks, improve accuracy, and drive revenue, all while keeping operations running smoothly.

WideOrbit remains committed to investing in its core product and working closely with customers to deliver benefits that positively impact their operations, improving existing processes and finding innovative ways to help media companies navigate a rapidly changing industry landscape. With a strong focus on operational efficiency, the latest release introduces enhancements across political advertising, digital orders and billing, and day-to-day data management. The result is increased efficiency and improved visibility into critical details.

“At WideOrbit, we’re focused on delivering real, measurable improvements for our customers,” said Susie Hedrick, CEO of WideOrbit. “The enhancements included in WO Traffic v25.1 were designed with customer feedback top-of-mind to make day-to-day tasks easier and faster. Users can work more efficiently, helping to reduce costs and maximize revenue.”

Highlights of WO Traffic v25.1 include:

New Political LUR Management:
To reduce risk and save time during high-stakes election seasons, stations can now define Political Windows dates by Property and Market, define custom Class of Time parameters, and enter, change, and manage LUR rates for defined Classes of Time. There’s also a new option to validate LUR rates inside Political Windows during Order entry and Log finalization.

Simplified Digital Orders and Billing:
Enhanced tools make managing digital inventory easier than ever, including improved visibility into fixed line totals, the ability  to Reconcile and Unreconcile log dates across Properties and channels, enhanced Digital EC to receive additional fields from third-party senders, and the ability to Activate or Deactivate digital channels not in use.

Faster, More Flexible Data Management:
New batch-edit capabilities allow users to update multiple Order headers from Order search or Advertiser Property Defaults across Advertisers and Properties, perfect for managing large campaigns or advertiser portfolios more efficiently. There are also additional edit options available in the multi-edit Advertiser/Agency Relationship application.

Log and Order Workflow Efficiencies:
From the ability to edit Order Approval Manager rules while Orders are in the approval process, to the ability to leave Advertiser Traffic Comments directly on spots, the latest updates are designed to improve efficiency and communication across teams.

Material Instructions Enhancements:
Reduce the time it takes to prep campaigns for air with the ability to auto-populate the Co-Op Code field with Ad-ID by Material Group or individual Materials, and the ability to edit the End Date on multiple Material Instruction Sets in one action.

WO Traffic v25.1 is now available for general release.

Current WO Traffic users can visit the Release Notes Tool within the application for more information on these and all the improvements included in our newest version of WO Traffic.

For user guides and videos, visit the WO Mentor website, accessed from the taskbar Help menu.

Please contact WideOrbit for more information on how to upgrade your existing version or to learn more about WO Traffic.

For press inquiries, contact media@wideorbit.com.

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