NAPA, CA — TV ad billing and management software platform WideOrbit is moving in to the “programmatic” advertising space after observing “huge” industry demand for the new methods of trading ads.

“We’re focused on building programmatic in to all of our television to make it a lot easier to transact, particularly with local broadcasters,” the company’s digital EVP Brian Burdick tells Beet.TV in this video interview.

“There is a huge amount of reach, particularly in the small- to mid-sized market, that it’s really hard for national advertisers to get to. Our intent is to make that accessible to buy across all of that footprint.”

We spoke with him recently at the TubeMogul partner meeting.  For more videos from the event, please visit this page.