Sinclair Broadcast Aggregates Data With Audience Network

Sinclair Broadcast Group and Visible World will work on a programmatic system to aggregate impressions across Sinclair’s 161 stations.

The Baltimore-based TV station group, the largest TV station company, says the platform called Audience Network will -- for the first time -- allow for agencies and advertisers to automatically target specific local broadcast audiences.

The partnership will use Visible World's programmatic TV ad sell-side platform, High Yield technology. The system is being debuted at the National Association of Broadcasters conference in Las Vegas.

Steve Marks, co-chief operating officer of Sinclair's Television Group, states: "This is not a theoretical exercise, but a real switch in how we intend to sell, and we encourage other broadcasters to join this network."



Seth Haberman, CEO and founder of Visible World, says: "These new capabilities provide most of the same ones that the Internet offers, but with greater content, transparency and mass reach."

Jon Spaet, vice president of networks sales for Sinclair, says: "The solution we are building with Visible World ends the advantages enjoyed with buying national cable and brings us the opportunity to better serve national advertisers and attract related budgets.”

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