SAN FRANCISCO�Advertising management software provider WideOrbit launched its new cloud-based marketplace, WO Programmatic Radio, on Sept. 15.
WO Programmatic Radio is based off of WO Programmatic TV and is designed for broadcasters, brands and agencies to engage in automated advertising transactions.
The WO Programmatic Radio is integrated with WideOrbit�s WO Traffic to review , accept and air programmatically transacted ads. Stations may review offers alongside existing and historical sales, listen to the ad copy, and decide if and when to accept offers. Stations also have inventory control, meaning they do not have to commit to a forward sale at a mystery price. WO Traffic users will also be able to work within the interface they are accustomed to.
For ad buyers, the software helps target audiences with first-party data and leverage largest mass medium to extend reach and frequency.
WO Programmatic Radio is supported by Entravision, Entercom and Radio One.