WideOrbit Programmatic TV Hits Channel Milestone


Programmatic TV has passed a key milestone on its way to becoming a mainstream method for buying and selling advertising: WideOrbit’s WO Programmatic is now the first platform to offer local ad inventory on more than 1,000 TV channels.

Stations participating in WO Programmatic include properties from station groups including Raycom Media and Gray Television. Stations from each participating group offer some or all of its inventory through WideOrbit’s open marketplace buying model, programmatic direct connections, or both.

WideOrbit’s WO Programmatic TV inventory includes stations in all 50 of the top 50 media markets and 181 markets overall, reaching more than 110 million households.

“It’s a tipping point for the local TV industry to have the vast majority of stations now offering inventory with programmatic platforms,” said Nick Waller, EVP & Co-COO at Gray Television. “We are optimistic that achieving critical mass will make our inventory more attractive to agencies looking for an efficient way to purchase broadcast TV at scale and to advertisers that want to supplement digital media campaigns with TV’s superior reach and impact.”

Eric R. Mathewson, WideOrbit’s founder and CEO, added, “As it joins the mainstream of linear TV transaction methods, media companies and ad buyers will find that programmatic is a win-win-win. Stations get a new complementary sales channel for incremental revenue, ad buyers will find it far easier to purchase local TV audiences at scale, and both sides will have ample opportunities to grow their overall profitability by reducing the cost of doing business together.”