Tribune Broadcasting TV Ad Sales Open 24-7-365 With WideOrbits Programmatic Marketplace

In a first for the local broadcast television industry, Tribune
Broadcasting, a division of Tribune
Media Company, has launched an ‘always-open’ TV ad sales
operation thanks to a technology partnership with programmatic TV leader Wideorbit.

As an early adopter of machine-assisted sales of local spot advertising,
Tribune collaborated with WideOrbit on enhancements to WO
Programmatic Open Marketplace. In particular, a new rule-based
Auto-Acceptance feature enables Tribune to accept complying offers for
ad time around the clock – even outside of normal business hours.
Tribune’s sales management will be able to use WideOrbit’s Auto-Accept
feature to intelligently adjust pricing for sell-out levels and offer
dynamic floor pricing for the first time ever in the history of linear

WideOrbit’s Open Marketplace allows advertisers to review and
order spots on Tribune’s 42 owned or operated local television stations
reaching more than 50 million U.S. households, including in the nation’s
top three markets and seven of the top ten. In addition to inventory
from its primary channels, Tribune will also offer multicast advertising
opportunities in WideOrbit’s Open Marketplace. In total, Open
Marketplace offers access to ad inventory from more than 1,000
stations that reach nearly 95% of U.S. households.

“We have to compete on audience programming value and ease of use to
service advertisers,” said Kerry Oslund, VP Strategy and Business
Development at Tribune Broadcasting. “Automating sales workflows with WO
Programmatic allows us to take orders from ad buyers based on
pre-set parameters anytime just like digital self-serve platforms.”

“Programmatic ad sales platforms that allow our valuable audiences to be
sold in both high tech and high-touch environments will increase demand
in our Local Spot sector. We applaud WideOrbit’s efforts in this space
and will continue to work with them and others in advancing it,” said
Angela Betasso, Chief Revenue Officer at Tribune Media.

“Tribune’s embrace of an ‘always-open’ programmatic sales operation will
make its local broadcast TV ad inventory as easy to purchase as any
other media option,” said Eric R. Mathewson, Founder and CEO at
WideOrbit. “We believe all broadcasters must streamline their
transactional processes to be competitive with both digital and national
media. We will continue to focus on software solutions that keep highly
effective media like local TV as appealing to ad buyers as any competing
media platform.”

About WideOrbit

is the technology platform for media companies to connect audiences and
ads, everywhere. Its mission is to simplify media buying and selling by
focusing on innovation, customer delight, and value creation for both
sides of media transactions. Starting with its core traffic management
solution, WideOrbit centralizes operations and streamlines workflows for
radio, cable, and television companies. The company continues to
introduce new benefits to the media industry, including a programmatic
media exchange for increasing demand for advertising inventory and
improving campaign efficiency.

WideOrbit is headquartered in San Francisco with offices worldwide.
Customers include NBCUniversal, Tribune Media, Entercom Communications,
Raycom Media, TEGNA, AMC Networks and many other top media companies
around the world. Learn more at

About Tribune Media

Tribune Media Company (NYSE: TRCO) is home to a diverse portfolio
of television and digital properties driven by quality news,
entertainment and sports programming. Tribune Media is comprised of
Tribune Broadcasting’s 42 owned or operated local television stations
reaching approximately 50 million households, national entertainment
cable network WGN America, whose reach is more than 77 million
households, and a variety of digital applications and websites
commanding 54 million monthly unique visitors online. Tribune Media also
includes Chicago’s WGN-AM and the national multicast networks Antenna TV
and THIS TV. Additionally, the Company owns and manages a significant
number of real estate properties across the U.S. and holds a variety of
investments, including a 31% interest in Television Food Network, G.P.,
which operates Food Network and Cooking Channel. For more information
please visit

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. © 2018
WideOrbit Inc. All rights reserved.

View source version on

Leave a Comment