• by Wayne Friedman , January 13, 2020

Nexstar Digital, a unit of TV broadcast group Nexstar Media Group, has struck a multiyear deal with Mediaocean, the dominant ad-tech buying system for accessing TV network/station inventory.

Using Mediaocean’s Spectra Platform, advertisers can now buy Nexstar’s OTT, digital video, display, streaming audio and linear broadcast inventory. Mediaocean’s Spectra is used by all of the major ad-agency holding companies.

An estimated $20 billion is spent in U.S. local TV advertising.

Mediaocean says its open cross-media platform reaches $150 billion in global media spend.

Nexstar Digital covers 115 markets, 317 mobile apps, and 142 websites, reaching 63% of U.S. TV homes. The business claims 106,000,000 unique visitors per month across all Nexstar Digital properties. Nexstar TV stations are in 115 markets through 197 TV stations.

Recently, Mediaocean integrated YouTube into its Spectra platform, giving local media buyers added reach to campaigns as viewers shift to digital devices.

Last week, Mediaocean announced a deal with Amino Payments as the first partner using blockchain technology.

Over the last two years under a pilot program, Mediaocean operated media supply chain blockchain network with eight major brands. The test “captured the key contractual transactions across the media-buying life cycle,” recording over $670 million dollars in media budgets.