• by Joe Mandese  @mp_joemandese, September 11, 2019

As local/spot broadcast buying agencies gear up for the 2020 buying season, 20 shops have signed on to streamline their ordering process via media-buying technology startup Hudson MX’s cloud-based system. 

Hudson MX -- which claims agencies already have sent requests for more than $1 billion in broadcast media-buying orders for the fourth quarter of this year -- says this will all be executed using the open TVB3.2 format and fulfilled via a variety of APIs that are compliant with the TV industry’s new Television Interface Practices (TIP) standards.

To help stations bone up on the new protocols, Hudson MX said it is offering local broadcast media sellers a series of training sessions on the open TVB3.2 order format September 16 through October 3.

Hudson MX did not disclose which agencies are using the system, but IPG Mediabrands Initiative and UM units, and Dentsu Aegis Network's Amplifi were previously announced as participating.