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Fox brings buzzword ‘programmatic’ to local TV advertising

Fox is making a portion of its broadcast network inventory available for “programmatic” buys – though it really means automated buys. The broadcast group, Fox Television Stations, owns 28 local TV stations in 17 markets, reaching 37% of US households, which means it’s the largest broadcast group to adopt automated buying techniques for its local TV inventory. It’s the latest in a concerted push by broadcasters to bring linear TV advertising more in line with digital and cross-platform advertising. Fox Television is already using programmatic for some of its digital and cross-platform inventory, through a partnership with Facebook’s LiveRail. Over the past year, Fox has been building up its data-driven advertising offerings through the launch of its Audience Insights Manager…

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