South Central Media will use WideOrbit Traffic to manage inventory for 11 stations in three markets, plus digital inventory like online display ads, search and email marketing and mobile/social marketing.
The broadcaster has stations in Nashville, Knoxville and Evansville. Harry Vasels is chief financial officer.
WO Traffic is aimed at media companies who need to manage ad sales, traffic, revenue and billing across multiple stations, channels and platforms, as well as multiple media, from one system and database.
WideOrbit says its product is used in some 700 radio stations.