WideOrbit is smack in the middle of the “programmatic” movement; and among other things at the NAB Show here in Las Vegas, the company is highlighting WO Programmatic, calling it the “first sell-side exchange for automating local broadcast TV, digital radio and digital display transactions.”
The system, it says, matches premium ad inventory with demand from marketers, agencies and demand-side platforms. “Sellers retain full control of pricing and transaction approvals to ensure yield optimization across linear, digital and programmatic inventory,” the company said.
The software company also said Spanish Broadcasting System is the first media company to join its programmatic radio beta program. SBS will make its digital inventory available through WideOrbit’s WO Programmatic – Digital sell-side exchange. “The program will include 13 SBS radio stations, including big Spanish-language station WSKQ(FM) New York.”
Other company featured products are WO Digital Hub, WO Media Sales v.6.8, WO Streaming and WO Analytics.