It’s been something CEO Jeff Haley (pictured) has told us would be coming and on Thursday the company announced it has integrated data from Nielsen, Strata, and Katz Radio Group’s programmatic exchange, Expressway, into Marketron’s Mediascape platform. And the company says these three new partnerships round out Marketron’s programmatic offering.
Haley says, “By integrating Marketron’s widely-used traffic system with data from Nielsen, Strata, and Katz Radio Group’s programmatic exchange, we can now deliver a fully automated process. These partnerships present broadcasters and their advertisers with the ultimate programmatic powerhouse that combines the ubiquity of Marketron’s Mediascape traffic platform with compatible industry-leading partners. We are excited about adding these integrations to expand our programmatic capabilities.”
Through Nielsen, broadcasters can import ratings data, automatically bringing convenience and ease to transacting business on the platform. Cost per point (CPP) and Gross Ratings Points (GRP) will also be calculated as part of the integration. The Marketron Strata integration will enable RFPs originated from the Strata system to be matched with inventory from Marketron’s Marketplace. This will allow agencies and buyers a one-screen solution for searching and transacting broadcast inventory. The partnership with Katz’s exchange enables broadcasters to seamlessly publish available inventory, transact on the Katz Expressway exchange, and reconcile that transaction automatically within the Marketron Mediascape platform.
