Integration enables automated exchange of material instructions between advertisers and broadcast stations

SpotGenie Partners, LLC, a leading provider of digital media services to the advertising, entertainment, and broadcast industries, has completed the integration between their video ad management and delivery platform and WideOrbit, the market leader in broadcast TV and radio inventory and revenue workflow management. This integration will allow end-to-end electronic transfer of material instructions from SpotGenie’s “Blaze” Agency Traffic Generation/Distribution system to WideOrbit’s Electronic Material Instructions module for WO Traffic, the company’s flagship ad sales and commercial operations platform.

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WideOrbit’s Electronic Material Instructions module automates the receipt of new and revised material instructions from buy-side systems, for electronic import into WO Traffic. Created in close consultation with customers, WideOrbit’s Electronic Material Instructions is the first automated solution to address the long-standing need to simplify and streamline the material instructions process.

This formerly missing workflow link will eliminate errors due to re-keying of data from the PDF traffic instruction documents typically distributed by agencies to stations and networks. Additionally, this development will significantly compress the timeframe required to ingest instructions and therefore significantly reduce the elapsed time from decision to “live”.

Wayne Dykes, CEO of SpotGenie, explained, “As the final piece of our five-year plan to improve the linear television traffic workflow chain, we are very proud to be partnering with WideOrbit. We started this process in 2016 by introducing our traffic validation feature, “Cross-Check”. We added our attribution analytics platform, “Performance”, in 2018 and our automation-assisted traffic generation system, “Blaze”, in 2020. This integration of systems with WideOrbit is the final significant step towards modernizing television traffic workflow processes. For advanced TV to actually fulfill its promise in a big way, it was imperative that the traffic process be sped up to match the pace of programmatic buying platforms. With WideOrbit being the most widely used platform by television and radio traffic departments, this is a game changer for SpotGenie clients.”

Will Offeman, WideOrbit Chief Product Officer, said, “A significant step forward in automation for what was previously a highly manual process, WideOrbit’s Electronic Material Instructions module is designed to help our broadcast TV and radio customers maximize revenue, reduce costs, and improve efficiency. We’re excited to add this new integration with SpotGenie’s Blaze agency system.”

SpotGenie will be rolling out this automated material instructions option to existing clients over the next few weeks.

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