Tribune goes live with 24/7 programmatic TV ad marketplace

Tribune Broadcasting has launched a 24/7 programmatic TV ad sales operation in partnership with technology company WideOrbit.The new service comes along after Tribune and WideOrbit had already been working together via WO Programmatic Open Marketplace on local spot advertising.Tribune is using WideOrbit’s rule-based Auto-Acceptance feature to allowing for offers for ad time at all times of day and night. Tribune said its sales management will be able to use WideOrbit’s Auto-Accept feature to adjust pricing for sell-out levels and offer dynamic floor pricing, which is said is a first for linear TV.