The First Full-Market Programmatic Deal Is Here


A Cox Media Group-owned digital ad placement platform has placed its first order for full schedule, forward reserve inventory for programmatic TV advertising with top media agency Carat.

Videa worked with both Carat and Amplifi, the network’s internal investment platform, to develop the automated full-market order.

This marks the first time such a full-market order has been done through programmatic, and includes live inventory availability for the CBS, ABC, Fox, and NBC affiliates in Jacksonville, Fla., in addition to nonaffiliated WJXT-4.

Videa debuted its commercial supply-side platform in September and is a private marketplace offering TV stations, agencies and brands a programmatic approach to buying and selling broadcast television inventory at scale.

The CMG arm is presently working with more than 280 broadcast TV stations.

“Having the technology and strategic capability to reach audiences at scale locally is imperative for the clients that we represent across the Dentsu Aegis Network,” said Jennifer Hungerbuhler, EVP/Managing Director of Local Video & Audio Investment for Amplifi. “We appreciate Videa’s partnership approach to building their platform. It is uniquely built to provide the insights and transparency that enable our team to effectively reach the audiences that matter to our clients and their brands.”

Through its partnership with Mediaocean’s Spectra platform, Videa is available to other agency partners.

Cox Enterprises owns Cox Media Group and CoxReps, a national TV representation firm for local broadcast TV stations.