TV Stations' Consortium Launches Programmatic TV Ad Effort
- by Wayne Friedman , September 26, 2018
The TV Interface Practices Initiative (TIP) consortium is backed by TV station groups Hearst Television, Nexstar Media Group, Raycom Media, Sinclair Broadcast Group, Tegna and Tribune Media.
Stations that are signing on through PremiumMedia360 are now using the TIP standards to streamline transaction workflows when it comes to buying and selling local linear TV.
PremiumMedia360's efforts add to a number of other local TV programmatic players already in the marketplace looking to automate the buying and selling of local TV advertising.
Many of these services also have signed on hundreds of TV stations.
This includes WideOrbit (WO Programmatic), Cox Media Group’s Videa, ITN Network’s (ProVantageX), and others.
WideOrbit says it offers programmatic local advertising inventory on more than 1,000 TV channels. Videa says it is in more than 100 markets across 70 million households in 41 of the top 50 markets across the U.S., with an average reach of approximately 90% of consumers.
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ITN ProVantageX is online with over 800 TV stations.
PremiumMedia360 says its Guidance Intelligent Assistant (GIA) cloud platform is an AI-powered SaaS solution. It uses the TIP framework and acts as a universal translator that integrates with 100% of existing media software platforms.
The question is how much of the participating stations' GRP "inventory" is being offered in this manner and what kind of program content is involved? If it's mostly non-premium content---like very late night or weekend time---- but not the news shows or big syndicated entries that's important to note.