SOURCE: WideOrbit


April 15, 2015 13:42 ET

WideOrbit and The Trade Desk Partner to Match Broadcast TV Ads with Advertiser Demand in Programmatic Exchange

WO Programmatic TV's Supply of Premium Local Broadcast Inventory Available Now to Clients of The Trade Desk

SAN FRANCISCO, CA--(Marketwired - April 15, 2015) - WideOrbit, Inc., the leading provider of advertising management software for media companies, announced that The Trade Desk, a leading demand-side platform in advertising technology's $5 billion real-time bidding industry, will to offer broadcast television advertising inventory from WO Programmatic TV to its clients. Starting today, marketers and agencies using The Trade Desk's sophisticated buying and attribution tools can purchase ad units from the supply of television spots availed by networks and broadcasters that use WO Programmatic TV, WideOrbit's programmatic sell-side exchange.

The partnership brings strong benefits to both companies and their customers. For the first time, The Trade Desk clients can purchase television spots through its demand-side platform. Broadcasters participating in WideOrbit's WO Programmatic TV online marketplace will be able to realize the full value of their inventory by availing it through The Trade Desk's user interface to its client roster of agencies and trading desks at every major global holding company.

"We are truly pioneering new ground with WideOrbit by transacting broadcast TV inventory through our platform programmatically," said Jeff Green, CEO and founder of The Trade Desk. "Our engineering team developed technology that offers simple, streamlined automated transactions built on the OpenRTB principles that have turned programmatic advertising into a thriving industry. We expect WideOrbit's broadcast TV partners will receive many new opportunities to realize the full value of their audiences by promoting their inventory to media buyers at agencies and trading desks."

"Partnering with The Trade Desk produces a winning combination for advertisers who want to increase the reach and targeting of their TV campaigns and broadcasters looking to grow revenue while managing their inventory value," said Eric R. Mathewson, Founder and CEO, WideOrbit. "We are proud that WO Programmatic TV's supply of premium television inventory will be directly accessible to agencies and brands from The Trade Desk's user interface. Broadcasters that join the WO Programmatic TV exchange will have a seamless option for optimizing yields and unlocking more value from their inventory."

Mathewson continued: "We expect our partnership with The Trade Desk to deepen as demand increases for automated, measurable advertising transactions executed across multiple media forms."

This announcement follows the formal launch of WO Programmatic TV, WideOrbit's end-to-end programmatic marketplace for transacting local broadcast television spots and part of its comprehensive platform for maximizing media company revenue and streamlining operations.

About WideOrbit
WideOrbit ( is the leader in premium broadcast technology and the largest sell-side processor of premium advertising in the world, covering the broadest assortment of media. WideOrbit is committed to helping media companies manage their advertising business more efficiently and profitably, from proposal to receipt of cash, across all media platforms via any sales method, from direct sold to programmatic. WideOrbit software manages more than $30 billion in annual ad spending. WideOrbit has been providing trusted solutions to the media industry since 1999, delivering high ROI, greater efficiencies and revenue optimization. More than 2,900 Television stations, Radio stations and Media Networks around the globe use WideOrbit Traffic software and another 3,200+ stations operate on WideOrbit Radio Automation platforms. Clients include: Bell Media (Canada), Canal+ (France), Corus Entertainment (Canada), DirecTV, Entercom Communications, Fox Sports, Galavision, Gannett Co., Hearst Television, Madison Square Garden, Meredith Corporation, NBCUniversal, Orange (France), Rogers Communications (Canada), Scripps Television Group, Time Inc., Tribune, Yankee Entertainment Sports, Univision, Viacom and more than 300 other major media organizations. WideOrbit is headquartered in San Francisco, with offices in Seattle; New York; Denver; Dallas; Vancouver, WA; Birmingham, AL; Agawam, MA; London, UK: Paris, France; and Gothenburg, Sweden.

WideOrbit® and the WideOrbit logo® are among the trademarks of WideOrbit. Other trademarks belong to their respective owners. WideOrbit reserves the right to alter product and services offerings, and specifications and pricing at any time without notice, and is not responsible for errors that may appear in this document. © 2015 WideOrbit Inc. All rights reserved.

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