Hudson MX Debuts BuyerAssist

BuyerAssist

HUDSON MX has launched BUYERASSIST, a local radio buying platform that enables local buyers to become more powerful with software and data. BUYERASSIST has already been road tested, as 19 agencies have been using HUDSON MX to connect 700+ radio buyers with 2,500+ sellers in 210 markets, representing 300+ national advertisers.  In a private beta, more than $50 million in radio buys have been processed.

“BUYERASSIST has automated certain processes that allow our teams to transact local buys more efficiently,” DENTSU AEGIS NETWORK EVP-MD/Local Audio and Video JENNIFER HUNGERBUHLER said. “We will continue to push for efficiencies that deliver incremental value to our clients, including a fully automated transactional process, the capability to layer in first party data, greater transparency into campaign management, as well as the ability to fluidly move dollars between digital and linear broadcasting."

HUDSON MX replicates and improves current workflow, instead of disrupting or replacing it. It enables buying of whole markets in one place—all stations, all types of buys, and all inventory. Further, it collapses reporting times and enhances performance measurement so that local TV and radio buying more closely tracks the standards of programmatic digital.

ENTERCOM is the first broadcast partner to leverage HUDSON MX’s AgencyCloud to help bolster profitability while enhancing results for marketers and brands. HMX and ENTERCOM are working together across ENTERCOM’s technology stack to enable system-to-system communication, workflow automation, and yield optimization. 

“Radio was the first medium to offer content in real time and it remains an absolutely vital part of the media landscape,” HUDSON MX CEO JT BATSON said. Ninety-three percent of Americans listen to radio weekly and station loyalty remains strong. And while its place in our culture is unquestioned, radio’s ability to compete for advertising dollars has been hindered by a lack of modern software. By making the move beyond legacy systems, ENTERCOM is helping our country’s biggest brands capitalize on the full potential of radio in real time. 

“ENTERCOM has been focused on supply-side innovation and we are pleased to partner with HUDSON MX in transforming the buy side of radio,” ENTERCOM COO WEEZIE KRAMER said. “We’re excited to be their first radio partner and offer agency partners greater speed, accuracy and transparency. It makes radio easier and faster to buy—putting us at the forefront with other forms of media.”

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