Sell-side TV and radio inventory and revenue management platform WideOrbit has launched the latest version of its WO Marketplace.
The marketplace, which enables local TV broadcasters to sell on impressions and offers streamlined access to new demand from demand-side platforms (DSPs) and agencies, now includes WideOrbit’s optimizer technology.
The optimizer technology allows broadcasters to set their own rate guidance to ensure that offers meet their rate criteria. Broadcaster-defined rate guidance, invisible to buyers, is used to match buyer offers to the seller’s rates to maximize revenue.
The optimizer technology is integrated with Comscore media measurement for impression and ratings data, to ensure that it assigns high-quality offers to help sellers realize revenue goals while helping buyers achieve their CPM and impression goals, according to WideOrbit.