Viacom Nets Consolidate Ad Management With WideOrbit

System Gives Sales Execs Better Control of Inventory
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Viacom is working with WideOrbit to consolidate the computer systems that its sales operation uses to keep track of advertising inventory for its numerous cable networks.

At a time when media companies are selling advertisers viewers across a portfolio of networks, computer systems that can coordinate inventory are vital. Network owners are busily studying their sales systems to make sure they integrate well with increasingly automated buying systems at media agencies and can handle the increasing flow of data that is being used to optimize and evaluate ad campaigns.

Having a system that smoothly provides oversight of transactions from rate cards and constraints to schedules and stewardship also can save time and money.

WideOrbit says its WO Network ad sales system has already been launched at sixteen Viacom properties and that it expects to have all of Viacom’s portfolio running on the software by the third quarter. WideOrbit says WO Network’s functions have allowed Viacom to replace and consolidate several legacy systems and external tools.

Read more at B&C