SAN JUAN, Puerto Rico\u2014As it continues to build out its programmatic solution, WideOrbit is finding that not enough advertisers are willing to pay extra for addressable and targeted television inventory. \u201cWe need to see more and more advertisers willing to pay premium for those CPM\u2019s. We\u2019re still not seeing that,\u201d says VP of Business Development Armine Khan.<\/p>\n
\u201cThe bulk of linear is still bought at a corporate level, so until those buying habits change we\u2019re not going to see too much movement there,\u201d Khan adds in this interview at Beet Retreat 2018<\/a>.<\/p>\n WideOrbit has long provided the foundational piping for local TV broadcast transactions. After several acquisitions of digital assets, its programmatic solution now consists of four \u201cflavors,\u201d according to Khan. They are programmatic direct and private marketplace, which are \u201cmore akin to your traditional buying RFP\u2019s\u201d for guaranteed inventory that can be bought one year out.<\/p>\n \u201cThen we have open marketplace and direct response, more akin to your open RTB protocol\u201d in which spots can be purchased in real time anywhere from two to seven days out.<\/p>\n Meanwhile, on the demand side, WideOrbit<\/a> engages with brands directly, \u201cwe do work with the DSPs, and we service our core SSP client needs in that we provide the channel for direct sold.\u201d<\/p>\n