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Marketron and Strata Connect

Efficiency in electronic ad order delivery seen

Marketron, maker of the Marketron Exchange, DeltaFlex and Visual traffic business systems for broadcasters, and Strata, developer of the 11AEInbox ad media management system, announced an interface allowing the systems to communicate automatically.

According to the announcement, the arrangement will help relationship efficiency for some 850 media buying agencies and 6,500 radio stations.

Gary Coats, COO of Marketron, stated: “The integration of Marketron Exchange and Strata’s 11AEInbox creates a seamless link between radio buyers and station sellers.”

President and CEO of Strata John Shelton called the move part of “the trend towards a total electronic business in our industry … The media buying industry is quickly moving towards doing business this way … We are definitely seeing a huge gravitation toward e-business for media transactions.”

Marketron is part of the Wicks Group, which also owns NewBay Media, publisher of Radio World.