Advanced Television

Videa performs first full market automated buy

December 14, 2016

Videa, a Cox Media Group-owned company, has placed its first order for full schedule, forward reserve inventory for programmatic TV advertising with Carat, a leading media agency within the Dentsu Aegis Network. Videa worked with both Carat and Amplifi, the network’s internal investment platform, to develop this automated, full market order, marking the first of its kind in the TV industry. It included live inventory availability with the top five broadcast stations in Jacksonville, Florida including: WJAX-TV (CBS), WTLV-TV (NBC), WFOX-TV (Fox), WJXX-TV (ABC) and WJXT-TV (ind.).

Videa, which debuted its commercial supply-side platform in September, is a private marketplace that provides stations, agencies and brands with a simplified and more automated approach to buy and sell broadcast television inventory at scale, with deep local reach and up to a year in advance. Working with more than 280 broadcast TV stations, Videa creates new spot campaign advertising opportunities for local, regional and national brands.

“Having the technology and strategic capability to reach audiences at scale locally is imperative for the clients that we represent across the Dentsu Aegis Network,” said Jennifer Hungerbuhler, EVP, Managing Director of Local Video & Audio Investment for Amplifi. “We appreciate Videa’s partnership approach to building their platform. It is uniquely built to provide the insights and transparency that enable our team to effectively reach the audiences that matter to our clients and their brands.”

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