In pursuit of more programmatic alternatives for local TV advertisers, the Fox Television Stations group has added another programmatic platform to its linear TV offerings to advertisers.
Fox has licensed ITN Holdings’ ProVantageX (PVX) platform. ITN is an advertising tech company focusing on local TV/video systems. In July 2017, Fox made a deal with WideOrbit for its programmatic platform.
Through the ITN platform, media buyers can quickly negotiate with Fox using a centralized source of automated audience estimates, generated instantaneously through algorithms across any combination of days, times or programs.
The vast bulk of local TV advertising deal-making is still a manual process -- which has plagued the industry for years, according to analysts. ITN says it can eliminate the labor involved between buyers and sellers in communicating, collecting information, transacting and then managing media buys.
For its digital media content on its websites, Fox uses Google Ad Exchange as its programmatic platform. A Fox spokeswoman says the TV group is continuing conversations with other programmatic platforms.
Fox Television Stations has 28 stations in 17 markets, covering more than 37% of U.S. television homes.
ITN built its relationship with TV stations as “unwired” network TV, starting in 1983. TV stations benefited from committing unsold local TV inventory to ITN, which aggregates advertising inventory from TV stations across the country into a “network,” which is then sold to national TV advertisers.