WideOrbit, TubeMogul Forge Programmatic TV Ad Deal

WideOrbit, a supplier of ad management software, and digital branding software specialist TubeMogul said they have combined to create a programmatic platform that will enable brands and agencies to buy broadcast TV and digital video advertising.

They said the joint offering matches advertiser demand from TubeMogul’s platform with broadcaster and network inventory from WideOrbit’s WO Programmatic-TV online marketplace.  WideOrbit noted that audiences from major broadcasters such as The E.W. Scripps Company and Raycom Media are available for purchase at WO Programmatic-TV’s launch point.

Under the deal, WideOrbit will be TubeMogul’s exclusive source of local broadcast advertising inventory. TubeMogul, meanwhile, will be the exclusive programmatic platform permitted to purchase inventory through WideOrbit’s ad exchange through March 31, 2015.

They claim the combination will speed up and simplify the TV advertising buying and selling process.

“TV ads have been purchased with the same slow manual processes since the Mad Men era. Today’s announcement represents a tipping point in the history of television, the moment when advertisers can buy across every screen with software,” said Brett Wilson, co-founder and CEO of TubeMogul, in a statement.

“There are many ways buyers want to buy programmatically, but TubeMogul stood out as the perfect partner because of its strict focus on the buy-side and dedication to the medium of video,” added Eric R. Mathewson, founder and CEO of WideOrbit. “WideOrbit remains a sell-side programmatic solution representing the needs of broadcasters and networks. TubeMogul’s 100% commitment to the demand-side perfectly corresponds with the needs of our sell-side clients.”