A new platform launching today gives advertisers and agencies the ability to buy local broadcast TV inventory programmatically. MediaPost reports that the “supply-side” TV sales platform, Videa, was incubated by Cox Media Group.
“The platform, which was beta tested late last year, enables buyers to plan and buy full local TV schedules on a forward reserve basis, leveraging the same kind of consumer segmentation data they use to buy, analyze and optimize digital programmatic media,” MediaPost reports.
The report adds: “The platform, which was officially unveiled at the Television Bureau of Advertising’s Forward Conference in New York City Thursday morning, already is working with about a dozen agencies and a similar number of DSPs, or demand-side platforms, used by agencies, advertisers and trading desks to buy programmatic media.”
The service has reportedly already signed more than 200 stations that will make their inventory available directly through the service. “The company cited deals to represent inventory from Graham Media Group, Gray, Hearst Television, Raycom, E.W. Scripps Company, TEGNA, Media General, as well as Cox Media,” MediaPost notes.