• by Wayne Friedman , January 23, 2019

WideOrbit’s local TV programmatic service has struck a deal with Mediaocean’s advertising buying and planning software -- the dominant local TV ad system.

The integration of Mediaocean’s Spectra platform and WideOrbit’s WO Programmatic sales console, used by 1,000 TV stations in 180 markets, looks to increase more automated local broadcast TV buying.

Mediaocean’s Spectra and Prisma platforms are used by major ad-buying agencies to purchase local television advertising. Mediaocean says $150 billion in global media spending is run through its systems.

WideOrbit’s traffic system is used by broadcast stations the company says total more than 90% of U.S. local TV ad revenue.

In June 2018, Mediaocean and ITN Holdings struck a deal to integrate ITN’s ProVantageX, an local TV automated system, into Mediaocean’s Spectra DS and OX platforms. ITN’s system is available for some 800 TV stations.

Three years earlier, in 2015, Cox Media’s Videa, a local TV programmatic ad service, struck a deal to supply broadcast ad inventory to Mediaocean’s Spectra systems.

Currently, Videa works with 581 TV stations in 157 markets.