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State of the Screens

Fox TV taps WideOrbit for open programmatic ad sales marketplace

By May 10, 2018No Comments

Fox will make inventory from 28 stations in 17 markets available through WideOrbit.

These stations currently reach 37% of U.S. television homes.

Quote from Rick Ducey — Managing Director @ BIA/Kelsey.
“When you step back and examine the possibilities, any movement of local TV toward programmatic buying and selling will significantly impact the amount of spending and could win more spending that might have gone to digital.”

Local TV advertising evolving into a programmatic sales environment is a huge development that does not get a ton of coverage.

The local TV advertising market was estimated at $20.6b in 2016.

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.