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WideOrbit Introduces Automated Addressable Ad Replacement

The feature is included in the latest version of WO Traffic

WideOrbit has announced the latest release of WO Traffic, the company’s broadcast media ad sales and commercial operations platform used by both TV and radio broadcasters.

The update introduces an addressable ad replacement solution that automates the replacement of broadcast spots on live streams and enables a single playlist to be sent to both over the air automation and streaming ad servers. As a result, broadcast spots on the live stream can either achieve extended reach or be replaced with addressable ads, said WideOrbit.

In the press release making the announcement, WideOrbit Chief Product Officer Will Offeman said, “Over 80% of our customers today are streaming their over-the-air content and addressable ad replacement will make it easier for them to take full advantage of revenue opportunities on the stream.”

The wording of the press release made clear that TV is a big focus for the addressable ads feature; however, company officials said the majority of the new WO Traffic features are also relevant to radio broadcasters, including the addressable ad replacement solution. Other features that may benefit radio broadcasters include:

  • Placer enhancements, including a new Advanced Length Pack option that allows Placer to rearrange a break to provide for more options in placing spots
  • An option to exclude agency commission and/or taxes on individual lines
  • The Material Instruction Set Report, a new application area for compiling and analyzing instructions sets across material bundles, advertisers and properties
  • And the Inventory Analysis Report, a multi-property, analytical inventory summary tool

WO Traffic v22.0 is now available for general release. Learn more on WideOrbit’s website.

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