The sale of TV advertising is about to go a lot more “programmatic” early in 2015, when advertisers via Magna Global start buying slots in Cox Media programming via a new platform.

Powered by planning, buying and reporting optimization platform AudienceXpess, the new system will help Magna Global agency clients advertise on Cox Media cable inventory by first running audience segment targeting using first- and third-party data sets, and by using geographic, network and daypart attributes.

In this video interview with Beet.TV, AudienceXpress president Walt Horstman explains: “In early 2015, we’ve been creating a version of the AudienceXpress platform which will allow Magna Global and Cox to work together through a private marketplace.”

He was interviewed at the TV Of Tomorrow show in New York by Furious Corp. CEO Ashley J. Swartz for Beet.TV.