WideOrbit, the broadcast TV and radio inventory workflow-management company, is starting up a demand-side platform -- ZingX -- which the company says will offer advertising placement for thousands of broadcast TV stations.

Marketers using the platform can get direct access to the company's sell-side TV-based ad exchange WO Marketplace.

WideObit says ZingX will be available in 184 out of 210 markets, providing 87% U.S. national reach, with inventory from local TV stations.

ZingX will work with TV measurement company Comscore’s Local Market Television Measurement in providing data advertisers need to reach impression targets.

Last March, Comscore and WideOrbit announced a new automated TV transaction and audience platform called Comscore TV.

In 2015, WideOrbit launched WO Programmatic TV, a demand-side platform where agencies/advertisers can buy local broadcast TV inventory programmatically.

The company says its workflow system processes more than $37 billion in advertising spend annually, for over 6,000 radio and TV stations and networks, including 90% of local US broadcast TV stations.