Videa provided the private marketplace technology where each station group provided details and rules around their inventory.
Eventually, Cox and Carat hope to apply viewership data and audience attributes.
“TV is a legacy medium and we needed to automate a lot of the transactional part of what we do,” explained Jennifer Hungerbuhler, EVP and managing director of local video and audio investment for Amplifi, the Dentsu media investment unit that worked alongside Carat to orchestrate the deal.
“We ultimately want to find the right audiences to target our goods and services to, so we absolutely want to layer in more data so we can do more informed buying,” she added.
The benefits of buying across five local TV stations from a single system, for now, are scale and reduced overhead.
“It really isn’t effective for us if there are eight television stations in the market and only one of them has the ability to transact programmatically or in an automated fashion,” Hungerbuhler said.
Once Amplifi determines the performance of Carat’s programmatic TV buy, it will evaluate similar TV reservation opportunities for other Dentsu agencies.
“I want to keep going down this path and try to make this as seamless as possible, remove friction and ultimately get to a full audience-based buy down the road,” Hungerbuhler said. “We’re already working on those pieces within the broader Dentsu operating framework.”