Videa Integrates With Strata, Enables Agencies To Buy Local TV Inventory Programmatically

by Joe Mandese , July 25, 2017

Videa, a “supply-side” programmatic marketplace for local TV advertising owned by Cox Media Group, this morning announced an important “demand-side” integration, plugging into Strata, a software and systems provider enabling ad agencies to plan and buy a variety of media.

As part of the integration, the companies said media buyers will be able to to purchase VIdea’s inventory of “full-schedule, local TV advertising” directly via Strata’s agency media-buying workflow software.

Videa says it currently automates media buys for inventory on more than 161 stations in 89 TV markets.

Strata, which is owned by Comcast, claims the deal gives Videa access to “1,200+ agencies.”

advertising, media buying, programmatic, tv

2 comments about "Videa Integrates With Strata, Enables Agencies To Buy Local TV Inventory Programmatically".

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PJ Lehrer from NYU, July 27, 2017 at 9:32 a.m.
Wow. This sounds like a sure fire way to end up on programming that offends your users. More here... http://pjlehrer.blogspot.com/2017/06/advertisers-will-be-held-responsible.html
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Ed Papazian from Media Dynamics Inc, July 27, 2017 at 11:59 a.m.

I'm not sure I get how this might cause advertisers to wind up in "offensive" content, PJ. Mostly the stations sell time in their local newsand syndicated shows they carry or in the station breaks adjacent to nationally-aired network fare. Nothing very offensive there.