Local TV modernization: From automated execution to first-to-market programmatic

For the first time, a digital-only agency executed a local linear TV buy—proof that ITN and Magnite’s programmatic platform is delivering the automation breakthrough the industry has awaited for decades.

NEW YORK — “Our first transaction came  from a digital-only agency. They never were able to execute a linear TV buy before,” said Craig Sulema, chief investment officer at ITN Networks, during a session at TVNewsCheck’s Local TV Strategies conference at NAB Show New York.

The revelation marked a turning point for an industry that has spent decades trying to make local television advertising as accessible as digital video. For the first time, agencies without dedicated local TV buying teams can now execute campaigns in minutes rather than days; a breakthrough made possible through ITN’s partnership with Magnite to launch programmatic access to local linear TV inventory.

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