Cox Launches Sales-Side Platform, Enables Agencies To Buy Local TV Programmatically c

Videa, a “supply-side” programmatic TV sales platform incubated by Cox Media Group, officially launches today, enabling advertisers and agencies to buy local broadcast TV inventory in much the same way they buy digital media programmatically. The platform, which was beta tested late last year, enables buyers to plan and buy full local TV schedules on a forward reserve basis, leveraging the same kind of consumer segmentation data they use to buy, analyze and optimize digital programmatic media.

The platform, which was officially unveiled at the Television Bureau of Advertising’s Forward Conference in New York City Thursday morning, already is working with about a dozen agencies and a similar number of DSPs, or demand-side platforms, used by agencies, advertisers and trading desks to buy programmatic media.