Fox Television Stations has struck a deal to sell ad inventory with programmatic technology company WideOrbit.
Local Fox TV station ad inventory will be offered in three ways -- in an open marketplace for Fox Stations-controlled advertising inventory; as programmatic/automated transactions with selected buying partners; and with inventory integrated with CoreMedia Systems for direct-response ad buyers.
Fox has 28 TV stations in 17 markets, covering more than 37% of U.S. TV homes. The companies say Fox is the largest U.S. local TV broadcast group to commit to programmatic advertising sales.
“Based on our tests over the last year, we are convinced that programmatic advertising will be a complementary additional sales channel for our stations,” stated Jim Burke, president of sales of Fox Television Stations.
WideOrbit claims a programmatic TV footprint of 750+ stations reaching over 93% of U.S. homes and 270 million people.