Broadcast TV and radio inventory and revenue management software maker and distributor WideOrbit has released the latest version of its sell-side advertising platform, which automates ad sales transactions.
The launch of the newest incarnation of WO Marketplace is designed to give local TV broadcasters streamlined access to new demand from demand-side platforms (DSPs) and agencies.
As WideOrbit sees it, WO Marketplace “simplifies the ad sales process, allowing broadcasters to maximize revenues with optimized rates while maintaining transparency into buyers and their offers.”
WideOrbit is the system of record for more than $37 billion in advertising spend annually for over 6,000 stations and networks, including 90% of local U.S. broadcast TV stations.
“WO Marketplace makes local TV ad inventory easily accessible to buyers seeking premium, near-to-air inventory, increasing competition which in turn increases inventory value,” the company says. “Providing complete transparency into the client, the rate offered, and the creative, WO Marketplace allows broadcasters to retain full control over which offers to accept.”
The enhanced WO Marketplace platform introduces WideOrbit’s proprietary optimizer technology, which allows broadcasters to set their own rate guidance to ensure offers meet their rate criteria. “Invisible to buyers, broadcaster-defined rate guidance is used to match buyer offers to the seller’s rates for maximized revenue,” WideOrbit says.
Integration with Comscore media measurement for impression and ratings data is available.
