TIP Initiative (Television Interface Practices), an industry work group dedicated to promoting open interfaces to streamline advertising transactions for local TV broadcasters and their media agency partners, have revealed the first Logtimes interface has been implemented by four leading system providers.
There’s also some “Peacocking” — given the addition to the consortium of over-the-air TV broadcasters of a big station owner.
Those providers include Hudson MX, Imagine Communications, Premium Media 360 and WideOrbit.
The interface enables TV stations to automatically report local spot airing times directly to agency buying partner systems for analysis and reconciliation.
The TIP Initiative also announced NBCUniversal Owned Television Stations division (NBC and Telemundo Owned Stations) has joined its consortium of local television broadcasters.
NBCU joins Hearst Television, Nexstar Media Group, Gray Television, Sinclair Broadcast Group, TEGNA, and Tribune Media.
“We are pleased to join the TIP Initiative and support the consortium’s efforts to create a framework that provides an opportunity to streamline transactions and increase automation for our media agency partners,” said NBCU Owned Stations Chief Revenue Officer Frank Comerford.
On behalf of the TIP broadcast members, Brett Jenkins, CTO of Nexstar Media Group added, “Working with systems providers to implement modern, standards-based transaction interfaces will facilitate marketplace efficiency and integrity, while creating new revenue opportunities for local television broadcasters.”
The goal of the TIP Initiative is to attract more ad budgets to local broadcast TV stations by making it easier, faster, more accurate and transparent for media agencies to fulfill local campaign goals for clients.
This year, TIP will focus on engaging additional systems providers, media agencies and broadcasters to broaden overall participation and expand the portfolio of interfaces to include inventory avails, proposals, makegoods and commercial instructions.
TVB, the trade association representing local broadcast television, continues to provide a repository for TIP’s work and offers open access for industry partners to the API framework. The consortium’s newest TIP Initiative Framework version 3.1, and draft API security guidelines is available for comment at www.tvb.org/TIP.