Townsquare Media is set to deploy advertising management software provider WideOrbit Inc.’s WO Traffic platform across all 310 of its radio stations.
Additionally, Townsquare plans to implement WideOrbit’s WO Traffic – Digital Orders platform to manage its audio streaming and website advertising, WO Streaming for audio streaming operations, and WO Analytics for business intelligence.
The installation of WO Traffic marks the largest-ever deployment of WideOrbit’s traffic platform by a single radio station group.
Townsquare is the third-largest owner of radio stations in the U.S. by number of radio stations owned.
The selection of WideOrbit is the culmination of a multi-year company initiative by Townsquare to standardize radio and digital audio advertising operations across its entire portfolio.
“It’s obvious that a project of this scale and ambition is a huge commitment for any station group, so we are honored that Townsquare has selected us to be its partner for advertising, digital audio and business intelligence,” WideOrbit founder and CEO Eric R. Mathewson said. “By moving its 310 radio stations to a unified technology stack, Townsquare will improve its ability to control day-to-day operations, expand revenue opportunities on digital platforms, and find new ways to enhance the company’s bottom line.”