The US TV business has moved another step closer to selling its advertising programmatically, with 15 small broadcast networks signing up to allow programmatic buying by clients of IPG Mediabrands’ Magna Global investment unit.

Its data-driven ad targeting capabilities will be used by small networks whose ratings are not typically captured by measurement agencies, to manage ad inventory on an upfront basis. The networks are ASPiRE, Bounce, Crossings TV, Fuse, Music Choice, NUVOtv, Outdoor Channel, Outside TV, Ovation, Reelz Channel, REVOLT, RFD TV, RLTV and UP TV.

“Our unique approach is all about being open,” Magna Global programmatic VP Veena Rayapareddi tells Beet.TV in this video interview.

“We have an open architecture where we can just plug and play with different platforms. we’re completely platform-agonistic.. there’s absolutely no hidden agenda.”

Magna Global’s release quotes Bill Rosolie, SVP Advertising Sales at Reelz, as saying: “Programmatic buying not only makes it easier for advertisers to access the Reelz audience but also increases their value.  Our advertisers benefit by reaching this audience with increased efficiency and better targeting.”

Rayapareddi was interviewed at Beet.TV’s annual executive retreat by Nielsen digital MD Andrew Feigenson

The Beet Retreat ’15 was sponsored by AOL and VideologyPlease find additional videos from the event here.