• by Tyler Loechner  @mp_tyler, January 29, 2015

AdTaxi Networks, the digital ad tech division of Digital First Media, this week announced it has partnered with 34 new broadcast stations owned by Tribune Broadcasting. The company has also struck a deal with the Seattle Times.

AdTaxi has a supply-side platform (SSP) and three demand-side platforms (DSPs), one each for display, mobile and video. Its publishing partners -- now including the dozens of Tribune Broadcasting stations and the Seattle Times -- can use the platforms to sell excess inventory. AdTaxi says it uses its DSPs to buy ad inventory to resell to advertisers.

The company says it uses a “number” of ad exchanges, namely AppNexus and The Trade Desk for display, Millennial Media for mobile and TubeMogul for video, among others.

While AdTaxi’s revenue is not generated solely from programmatic, a company rep told Real-Time Daily that automated trading currently represents over 40% of AdTaxi’s revenue.

“Our new partnership with AdTaxi Networks will allow Seattle Times advertisers to customize their digital marketing and reach desired audiences through programmatic buying,” stated Brian Kokes, VP of advertising at the Seattle Times.