The Cox Media Group-owned online buying and selling marketplace for automated television advertising has flipped the switch on providing “free, transparent, TIP-based API specifications helping to pave the way for programmatic transactions and software integrations.”
The move on Tuesday by Videa comes as President Shereta Williams renewed Videa’s commitment to a platform-agnostic future, and how it wants to help lead the industry by delivering an open source option for other solution providers.
The goal: making it easier for dollars to flow through to local TV.
Videa worked with Sinclair Broadcast Group and Imagine Communications on the first proof of concept. This, says Williams, “will ultimately help deliver operational efficiencies and transparency that accelerate the broader industry to move forward at a far quicker pace.”
The companies are backing the programmatic plan from Videa.
“Providing efficiencies for buyers and sellers in their workflows is becoming increasingly important and is why we became one of the first to join TIP,” said Sinclair Chief Revenue Officer Rob Weisbord. “It’s exciting to see a technology provider like our partner Videa driving the industry forward and to work with them to ultimately drive open standards-based solutions for more efficient automated buying and selling of local broadcast inventory.”
Imagine COO Dave Villano added, “Our integration with Videa is an important step toward interoperability between systems and transactional innovations, and we look forward to continuing our support of this important initiative.”