TV stations owned by Gray Television, Hubbard Broadcasting and The E. W. Scripps Company now have a little programmatic power boost thanks to their respective new links to ITN Holdings’ ProVantageX (PVX) platform.
This announcement follows the recent news that FOX Television Stations has licensed PVX for both traditional and programmatic business solutions.
“PVX is the first platform that fully addresses all the intricacies of linear local and national television, as it expands to provide complete solutions for the video-everywhere evolution across the industry,” ITN says.
More than 800 stations nationwide are active on the PVX system to conduct transactions with ITN Holdings’ broadcast television business, ITN Networks. These station groups are now licensing PVX to use this technology for conducting their business directly with agencies.
“PVX provides buyers and sellers with significant operational efficiencies in communicating, collecting information, building, transacting and managing media buys,” the company says. “Through detailed optimization and automated intelligence of workflows, PVX enables buyers to prioritize their focus on decisions that drive results, exploring and executing scenarios directly with stations that will advance client goals.”
Becky Meyer, VP of National Sales for Gray Television, said, “Ultimately we see this platform as a valuable means for our clients and station teams to develop and advance strategies across all our program offerings.”
At Scripps, VP/Sales Michael O’Brien commented, “We’re constantly looking at ways technology can accelerate and streamline the business with our clients across our 24 markets to deliver the best results. The PVX platform really advances this work, from commitment to execution.”
Val Napolitano, EVP of Programmatic at Hubbard, said, “PVX streamlines the buy-sell process by using advanced technology to make television easier to buy.”