WideOrbit on Wednesday said it has expanded its programmatic solution to support data-driven, programmatic-direct transactions of both guaranteed and non-guaranteed TV inventory.
The company said its Programmatic Directofferingenables media buyers to plan, negotiate, and implement automated, guaranteed local TV campaigns with first- and third-party data integration. The new capabilities were developed earlier this year in conjunction with a series of test buys in partnership with Amplifi U.S.,Dentsu Aegis Network’s media investment arm. WideOrbit said the offering aims to close the gap between traditional methods for buying TV and digital media buying platforms by incorporating machine learning, data visualization, and automation.
WideOrbit is positioning its expanded offering as a different flavor of programmatic vs. the open marketplace bidding model, which it will also continue to support. The company said the direct connection between station and ad buyer offers both sides the programmatic benefits of automation and data-informed targeting, while allowing the transactions to respect previously negotiated business terms.
“Integrating first-party data and automating guaranteed buys makes it simpler and more appealing to buy local broadcast advertising on behalf of our clients, so we would love to see more TV broadcasters make their inventory available in this way,” stated Jennifer Hungerbuhler, EVP, managing director, local video and audio investment, Dentsu Aegis Network.
Programmatic Direct closes the gap between the traditional methods for buying TV and modern digital media buying platforms. It’s about time that TV buyers can take advantage of advanced programmatic benefits that their digital colleagues have used for years, like machine learning, data visualization and automation.
WideOrbit said its programmatic TV coverage connects advertisers with local TV inventory that reaches up to 92% of U.S. households.