WideOrbit, the programmatic media-selling company, says it now offers programmatic local advertising inventory on more than 1,000 TV channels.
The programmatic inventory includes stations in the top 50 media markets and 181 markets overall, reaching more than 96% of all U.S. TV homes: 110 million TV homes.
The company claims to offer the largest pool of local broadcast TV advertising inventory through a programmatic TV platform -- WO Programmatic. The WideOrbit programmatic operation is “more than five times larger than the number stated by any other programmatic TV platform.”
In July 2017, WideOrbit struck a deal to sell ad inventory on the Fox Television Stations -- which has has 28 TV stations in 17 markets, covering more than 37% of U.S. TV homes.
Fox says its local TV inventory is now being offered in three ways: an open marketplace for Fox stations-controlled advertising inventory; as programmatic/automated transactions with selected buying partners; and inventory integrated with CoreMedia Systems for direct-response ad buyers.
Other major station groups that use the company’s services, include Raycom Media and Gray Television.