WideOrbit Launches Programmatic Radio Marketplace
September 15, 2015 at 4:00 AM (PT)
WIDEORBIT has launched "WO Programmatic Radio," a cloud-based marketplace for broadcasters, brands and agencies to engage in automated advertising transactions. Building on WIDEORBIT’s "WO Programmatic TV," the radio marketplace matches advertiser demand with inventory from stations running their sales and traffic operations with WO Traffic.
ENTRAVISION COMMUNICATIONS is WIDEORBIT’s launch partner. ENTERCOM COMMUNICATIONS, RADIO ONE and other WIDEORBIT customers have agreed to participate as the marketplace expands.
“WO Programmatic Radio will give advertisers a simple way to reach our valuable Hispanic radio audiences nationwide,” said ENTRAVISION COO JEFFERY LIBERMAN. “We are especially pleased that WO Programmatic Radio allows our station GMs to compare programmatic offers with their other sold business. This will help us guarantee that our programmatic sales channel is driving new revenue to our stations.”
“There’s no question that programmatic will become an important revenue channel for radio. WO Programmatic Radio’s integration with our traffic system will make it incredibly simple for our stations to start taking advantage of this new revenue stream,” said ENTERCOM CIO/VP Information Technology JOHN GRAEFE.
“WO Programmatic Radio enables WIDEORBIT’s radio clients to participate in cross-media and digital campaigns,” said WIDEORBIT Founder/CEO ERIC R. MATHEWSON. “We are working every day to remove technological barriers for our customers to access efficient new revenue streams. By accessing new demand and leaving stations in complete control of their inventory, WO Programmatic Radio will bring exceptional value and new dollars to every participant.”