Marketron Revs Up Its Mediascape Platform
Marketron has finalized the integration of data from Nielsen, Strata and Katz Radio Group’s programmatic exchange, “Expressway from Katz,” into its Mediascape platform.
The new partnerships round out Marketron’s programmatic offering.
Through Nielsen, broadcasters can now automatically import ratings data. Cost per point (CPP) and Gross Ratings Points (GRP) will also be calculated as part of the integration.
The Marketron Strata integration will enable RFPs originated from the Strata system to be matched with inventory from Marketron’s Marketplace.
The partnership with Katz’s exchange enables broadcasters to seamlessly publish available inventory, transact on the Katz Expressway exchange and reconcile that transaction automatically within the Marketron Mediascape platform.
Marketron CEO Jeff Haley said, “By integrating Marketron’s widely used traffic system with data from Nielsen, Strata and Katz Radio Group’s programmatic exchange, we can now deliver a fully automated process. We are excited about adding these integrations to expand our programmatic capabilities.”
Kevin Gallagher, EVP Managing Director, Local Marketplaces at Starcom MediaVest, added, “A true industry wide solution is going to require more of this kind of cooperation to succeed.”
The Marketron Mediascape platform is an open architecture solution for the media industry, which effectively streamlines operational efficiencies through a web-based platform that is open for partner integrations.