WideOrbit Buys OneDomain, Ups Ad Sales Muscle

WideOrbit, which offers traffic management services for media businesses, has acquired OneDomain, which specializes in systems for media planning and research.

WideOrbit and OneDomain both serve TV and radio stations and about 50% of OneDomain clients use WideOrbit’s WO Traffic platform. WideOrbit will look to integrate OneDomain’s capabilities that help analyze ratings and plan buying strategies into its technology.

San Francisco-based WideOrbit has clients that stretch from DirecTV to Tribune to Scripps. WideOrbit, which did not disclose terms of the acquisition, said the deal enhances its ad sales, CRM and "proposal solutions" capabilities.

Since 2003, OneDomain’s core system, MediaOffice, has been used by 600 TV and radio stations. WideOrbit says it manages buys worth more than $20 billion yearly.

OneDomain, based in Birmingham, Ala.,  said it has posted double-digit growth each year since 2003. WideOrbit’s board includes former Mindshare executive Kathy Crawford and representatives of the Mayfield Fund and Khosla Ventures, which both have a stake in the company.
 
In 2009, WideOrbit acquired certain assets of Google’s online buying system for radio.

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