WideOrbit rolled out WO Fusion at the NAB Show.
It calls its new offering “a next-generation sales platform that creates a scalable application for broadcast TV and radio, as well as cable and broadcast network sales teams.”
WO Fusion uses encrypted, browser-based toolsets to support cross-media, multi-market ad sales and alternate audience measurement currencies.
“At launch, WO Fusion builds upon the company’s flagship broadcast TV media sales product, WO Media Sales, to create a cohesive media ecosystem that centralizes sales operations and eliminates redundancies across the entire sales process, digital and linear,” the company said in its announcement.
It said the tool gives sales teams a unified view of incoming demand across digital, linear and reach extension buys from automated and manual channels.
“With a holistic view of demand, WO Fusion helps media companies build cross-media, multi-market proposals leveraging dynamic rate card features to meet the exacting demands of buyers, while maximizing revenue for sellers.”
Its open architecture is API-based, allowing for integrations with linear traffic and digital ad serving platforms to eliminate redundant data entry, prevent errors and create a smoother billing process. Integrations with agency systems enhance efficiency by automating workflows between buyers and sellers, WideOrbit said, “allowing sellers to manage the entire sales process from a single tool.”