WideOrbit, Mediaocean partner to automate ad transactions
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Editor
| 24 January 2019

Broadcast television advertising ecosystem firms WideOrbit and Mediaocean are partnering to automate the buying and selling of local broadcast ad spots, making it easier for media buyers to add local television inventory to brand campaigns.

Broadcast television advertising ecosystem firms WideOrbit and Mediaocean are partnering to automate the buying and selling of local broadcast ad spots, making it easier for media buyers to add local television inventory to brand campaigns.

The companies say that their collaboration will result in will collaborate on improving processes and developing integrations that eliminate time-consuming tasks that can make local TV buying too costly and inefficient for national media buying agencies.

WideOrbit’s WO Traffic solution sees use with broadcast station groups to manage what it claims to be more than 90% of US local TV ad revenue, while its programmatic technology enables publishers to offer inventory directly to media buyers. Mediaocean provides the foundational software for agencies and advertisers buying traditional and digital media. Its Spectra and Prisma platforms are said to power more than $150 billion in global media spending by ad buying agencies that purchase local television advertising.

The two companies assure that by uniting they can generate workflow improvements from an integration of Spectra and the WO Programmatic Sales Console. The companies will initially work together to streamline avail proposal and response processes for local media buyers and the television stations.

“Through this partnership, we are delivering on our commitment to automate the buying and selling of traditional and digital media in a neutral and open way,” said Bill Wise, co-founder and CEO at Mediaocean. “Integrating WideOrbit more tightly into the buying process empowers our agencies and advertisers to more easily build campaigns that engage local television’s massive, valuable audiences.”

“The WideOrbit-Mediaocean partnership is a huge win for everyone in TV advertising,” added WideOrbit CEO and founder Eric Mathewson. “Buyers will benefit from workflow automation that streamlines the entire buying process, from proposal to air to invoice while stations should see more interest from national brands in local broadcast TV audiences and inventory.