Cumulus Licenses WideOrbit, Will Automate Radio Ad Trafficking End-To-End

In another step toward the end-to-end automation of radio media-buying, Cumulus Media this morning announced an agreement to license WideOrbit’s traffic software at all of its 447 stations nationwide.

The agreement will enable Cumulus stations to traffic and manage digital, network and barter ads, facilitate electronic payments and optimize revenue.

“The software allows all stations to log into the same database, and will streamline corporate reporting and credit management, optimize spot scheduling, and give Cumulus advertisers a simple, integrated method for paying invoices with credit cards and ACH electronic payments,” the companies stated.

The deal will replace Cumulus’ Stratus traffic system, which will phase out beginning sometime before the end of the year and through the first quarte of 2019.



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