Videa, a “supply-side” programmatic TV sales platform incubated by Cox Media Group, officially launches today, enabling advertisers and agencies to buy local broadcast TV inventory in much the same way they buy digital media programmatically. The platform, which was beta tested late last year, enables buyers to plan and buy full local TV schedules on a forward reserve basis, leveraging the same kind of consumer segmentation data they use to buy, analyze and optimize digital programmatic media.
The platform, which was officially unveiled at the Television Bureau of Advertising’s Forward Conference in New York City Thursday morning, already is working with about a dozen agencies and a similar number of DSPs, or demand-side platforms, used by agencies, advertisers and trading desks to buy programmatic media.
Video claims to have signed more than 200 stations that will offer their inventory directly through the platform, which the demand-side can buy as market clusters optimizing audience reach across their schedules.
The company cited deals to represent inventory from Graham Media Group, Gray, Hearst Television, Raycom, E.W. Scripps Company, TEGNA, Media General, as well as Cox Media.
On the demand-side, Videa disclosed that it is already working with Dentsu Aegis’ Carat, Publicis’ Starcom, and two independents, U.S. International Media and Empower MediaMarketing, to implement programmatic TV buys utilizing the system.
Importantly, Videa said it is fully integrated with both Mediaocean’s Spectra and Comcast’s Strata, two of the primary media-buying processing systems used by agencies.
The launch comes as the TV industry increasingly moves toward automation and programmatic trading technologies in order to create a more efficient marketplace and compete with digital’s audience-targeting capabilities.