WideOrbit considers itself the DoubleClick of local broadcast TV. “It’s the closest description to what we do,” said Eric Mathewson, WideOrbit’s CEO. “We’re the publisher ad server for TV stations.” WideOrbit supplies tools to local TV stations and broadcasters like Telemundo, Scripps, Sinclair, Meredith and Cox Media Group to help monetize and manage their yield. […]
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Ian Ferreira, EVP of programmatic at WideOrbit. Marketers have turned to digital video in droves because it’s supposed to be a great way to laser-target audiences, eliminate waste and place brand messages next to premium […]
When WPP’s programmatic arm debuted Xaxis Audio last month, it did so with the intention that it would not be used in isolation. “For us it’s another arrow in the quiver when you’re doing programmatic media planning,” said Nicolas Bidon, managing director of Xaxis in the UK. “This is a new way to reach audiences […]
When the IAB set out to craft a set of standards for digital audio advertising seven months ago, it wanted to address the challenge of consumers shifting to mobile and to organize the fragmented digital audio landscape. The effort resulted in the Digital Audio Ad Serving Template (DAAST), and many in the industry welcomed the […]
On Monday, WideOrbit, a broadcast tech provider and a cross-channel SSP, officially launched WO Programmatic TV, a local broadcast TV marketplace that had been in beta for the past few months. WideOrbit also unveiled a dashboard for sellers to access that exchange as well as a tool to help both buy and sell sides distribute, track […]
Video supply-side platform consolidation was huge last year – Telstra (Ooyala) grabbed Videoplaza, Facebook bought LiveRail and RTL Group planted a majority stake in SpotXchange. But in the wake of all the acquisitions, new SSPs also arose. The latest is Videa, a TV SSP backed by broadcaster Cox, unveiled Thursday. Videa has been in beta […]
The Spanish Broadcasting System (SBS) will be the inaugural media company to trial WideOrbit’s programmatic radio beta program, released Friday. SBS is the largest publicly traded, Hispanic-controlled media company in the US. Through the alliance with WideOrbit, a broadcast technology provider and a cross-channel SSP, the SBS will make its digital radio inventory available to brands, […]
