SANTA MONICA, Calif. – The broadcasting industry is taking steps to adopt technology that years ago helped to automate the digital advertising marketplace. Instead of placing an insertion order (I/O) for TV commercials, more marketers and agencies are using programmatic tools.

“We’re definitely seeing that shift from direct I/O into programmatic, but not just programmatic guaranteed,” Abbie Reichner, vice president of programmatic strategy and operations at media company Fox Corp., said in this interview at the Beet Retreat Santa Monica. “We’re really seeing the ask for biddable deals, whether that is PMPs [private marketplaces] or preferred deals and really creating a biddable marketplace versus just your traditional programmatic guaranteed.”

Fox introduced One Fox to give advertisers a way to buy media among its various channels and platforms. Its portfolio includes the Fox commercial broadcast network, Fox News Channel, Fox Sports and the Tubi ad-supported streaming serviced.

The company recently announced a partnership with sell-side platform Magnite and ad platform FreeWheel to provide media buyers with more automated tools.

“We’re working with these ad-tech partners to think outside the box and really come up with a solution that is beneficial for both parties,” Reichner said. “We’re actually using programmatic technology and programmatic pipes in order to…automate the execution of One Fox direct I/O guarantees.”

Fox will continue to develop a biddable marketplace with its One Fox platform.

“In the next six months or a year, I think it’s going to be the next iteration of One Fox — which is really truly going to be a cross-platform, digital, linear, addressable and programmatic plan where we incorporate measurement,” Reichner said.

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