FOX Television Stations to Offer Programmatic TV Ad Sales with WideOrbit
NEW YORK – FOX Television Stations (FTS) has agreed to offer ad buyers programmatic access to premium local broadcast advertising inventory through WideOrbit’s WO Programmatic solutions.
FOX Television Stations Group is the largest local broadcast group in the United States to commit publicly to programmatic advertising sales. FTS is comprised of 28 stations in 17 markets and covers over 37% of U.S. television homes.
The agreement with WideOrbit enables FOX Stations to offer programmatic advertising sales with three buying models: an Open Marketplace to facilitate programmatic offers on FOX Stations-controlled ad inventory; Programmatic Direct to automate transactions with selected buying partners; and an integration with CoreMedia Systems for Direct Response ad buyers to place orders programmatically.
Jim Burke, President of Sales, FOX Television Stations, added, “Based on our tests over the last year, we are convinced that programmatic advertising will be a complementary additional sales channel for our stations. Opening a programmatic sales channel is a clear win for everyone involved in the media buying process and we’re proud to be the first network owned-and-operated group to offer it to our buying partners.”
WideOrbit’s programmatic TV footprint is the largest coverage of any programmatic TV platform with inventory from more than 750 stations that reach over 93% of U.S. households and 270 million people.
“FOX Television Stations has a well-deserved reputation among its peers and customers as an experienced, knowledgeable and future-forward media company,” said Eric R. Mathewson, Founder and Chief Executive Officer, WideOrbit. “FOX’s embrace of programmatic advertising shows that it is committed to setting up its stations to capitalize on new revenue opportunities and offering its customers robust solutions for making better audience targeting decisions and automating processes.”
WideOrbit is the technology platform for media companies to connect audiences and ads, everywhere. Its mission is to simplify media buying and selling by focusing on innovation, customer delight, and value creation for both sides of media transactions. Starting with its core traffic management solution, WideOrbit centralizes operations and streamlines workflows for radio, cable, and television companies. The company continues to introduce new benefits to the media industry, including a programmatic media exchange for increasing demand for advertising inventory and improving campaign efficiency. WideOrbit is headquartered in San Francisco with offices worldwide. Learn more at wideorbit.com.
About FOX Television Stations
FOX Television Stations is one of the nation’s largest owned-and-operated network broadcast groups, comprising 28 stations in 17 markets and covering over 37% of U.S. television homes. This includes seven duopolies in the top 10 markets: New York, Los Angeles, Chicago, Dallas, San Francisco, Washington, D.C. and Houston; as well as duopolies in Minneapolis, Phoenix, Orlando and Charlotte.
About CoreMedia Systems
CoreMedia Systems, Inc. develops and supports CoreDirect, the industry’s most widely used direct response media management software. The system is used by more than 100 direct response agencies and marketers to plan, buy, manage, measure and optimize performance based media campaigns.
Source: wideorbit.com, by Shawn Roberts, July 26, 2017