Fox TV taps WideOrbit for open programmatic ad sales marketplace

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.

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