• by Wayne Friedman , April 22, 2016

Programmatic/ad tech company Yashi, owned by growing TV station group Nexstar Broadcasting Group, says its has launched the first local TV integrated linear television and digital programmatic video advertising technology -- delivering traditional TV commercials and digital pre-roll video advertising simultaneously.

Yashi says when an TV marketer’s broadcast advertising spot begins to air on live television, Digital Mirror sends a signal to Yashi’s Demand Side Platform (DSP), triggering delivery of a marketer’s digital pre-roll video ad to desktops, laptops, tablets and mobile devices.

TV commercials will continue to be distributed on digital platforms for approximately three minutes, available within a station’s particular designated market area (DMA).

Yashi says the technology will also delivers analytics of advertisers’ digital campaign performance, “providing metrics with 100% transparency.” The company says its Digital Mirror effort will extend reach and engagement.

Yashi plans to roll out this platform by the end of this year.

Initially, it will only be exclusive to the 103 Nexstar stations.

Earlier this year, Nexstar entered into an agreement to acquire Media General for $4.6 billion -- a long fought battle for the TV station group. The deal will give Nexstar 171 TV stations in 100 markets covering 39% of U.S. TV households.