WideOrbit says its television programmatic platform now supports Deal ID, a tool used by media buyers and sellers to enable these deals, but which also “respects longstanding pricing relationships,” according to the company. That includes pricing and clearance information.
Those who buy advertising through WO Programmatic TV can place campaigns on hundreds of local broadcast stations that reach 74% of U.S. households, including 20 of the top 25 media markets, according to WideOrbit.
Supporters of programmatic digital buys cite benefits like faster, error-free transactions; integrated creative delivery; and data-based targeting. Sellers can use Deal ID to signal to advertisers with whom they have standing relationships that their programmatic offers will be accepted if they meet specific criteria, such as minimum spend and price levels.
WideOrbit counts several television owners as customers, including Entravision Communications Corporation, Fox Sports, Gray Television, Inc., Meredith Corporation, NBCUniversal, The E.W. Scripps Co. and Tribune Media.