Omnichannel network exchange

A Unified INVENTORY Platform

for Broadcaster’s

Welcome

With machine learning and artificial intelligence technology, The Omnichannel Network Exchange - O.N.X. - is simplifying the process of buying Television advertising across a Broadcaster’s distribution network.

Beyond just the aggregation of TV station Impressions, O.N.X. modernizes the connection between Broadcasters and Ad Buyers to eliminate Friction in the Television advertiser’s experience.

Our biggest complaint is that we cannot send out a single invoice to Ford for [advertising] they buy with the Walt Disney Company. And that is ridiculous.

- Mercedes Cregar, Vice President, Traffic Operations

Walt Disney ABC Television

The Problem

Broadcast Television has a Transaction Friction problem.

Linear TV is hard-to-buy in an increasingly easy-to-buy video advertising ecosystem

• 76% of Broadcaster’s interviewed agree, disconnected inventory systems create points of friction
  
• Uncoordinated inventory systems complicates an advertiser’s campaign transaction
  
• 83% of Broadcasters experience Friction from Discrepancies between Ordered & Invoiced inventory
• 90% attribute Discrepancies to 1 of 2 areas:
  
• Multiple, disconnected inventory systems
  
• Human process in video commercial delivery / instructions.
  

We have a huge problem in the Media Ecosystem. Because of what is happening in CTV already, it’s tough to compete [using] the systems we have today.

- Laura Tomlin, Chief Administration Officer, The E.W. Scripps Company.

Combine Linear + Streaming Impression Inventory into a frictionless transaction platform.

1. Improve the RFP process.
   
1. O-N-X. surfaces available inventory directly into Media Planning tools at the point of consideration;
   
2. Resolve Discrepancies.
   
1. Using A.I., O-N-X anticipates and adjusts foreseeable discrepancies;
   
2. What O-N-X cannot foresee, it automates by bridging Demand Rules + Broadcaster Rules.
   
3. Continuous Automated Reconciliation.
   
1. Our System Architecture delivers accurate information in real-time, when it’s needed;
   
2. Applied A.I. forecasts, tracks and informs with transparency;
   
3. Makegood automation considers Rules from both sides then delivers without a single cent lost.

Mission: Develop a unified Inventory Management platform for Broadcast Television.

OUR PRODUCT

Order Friction Eliminated

• Surface O&O Linear + CTV inventory into Agency Media planning tools
  
• Perpetual A.I. Reconciliation
• Automated Makegoods, unified Invoicing by station.
  

Automated Makegoods

Automate National Revenue

• A.I. Agent monitors for any exceptions, i.e. Live Sports.
  
• API connects to spot distribution portals for Ad-ID, copy + order alignment.
  
• Automated copy changes to pre-approved Ad-ID spots via Agency self-service API.
  

• Inventory Forecasts, Pricing Guidance, Pacing, Order Status.
  
• New Orders are automated via existing Station approval process.
  
• Unifies the sale of all inventory in single invoice for digital delivery.
  

O-N-X surfaces Broadcaster inventory and rates into media planning systems at the time of planning. Upon Order, O.N.X. provides delivery transparency back to the Buy Side. When an order discrepancy occurs, we automate inventory swaps on the fly then invoice for completed orders with proof of performance.

The advisors

Brad Smith

Brad is the former co-Founder of Videa, a programmatic platform for Linear. Videa was used as a TV rep firm alternative prior to the Apollo acquisition of Cox Media Group. Brad brings Broadcast industry experience and Finance guidance to O.N.X.

The company is led by a Broadcast Industry Executive who has designed programmatic platform integrations and ad delivery systems compatible with Streaming platforms for Broadcast. He has teamed up with a Broadcast Industry Systems Architect instrumental in the successful design and development of WideOrbit’s former programmatic ad platform. Together, we bring the industry knowledge required to build an Omnichannel Supply Side Platform (SSP) for the Broadcast Television Undustry that automates transactions the way Broadcasters want to conduct their business.

• Combined CTV + Linear = $97.73BB by 2027.
  
• 1% market share by ‘27 = $977.3MM in on-platform Billing
  

ONX Needs

APPENDIX A: PILOT

To provide Station groups with the data necessary to support change, O-N-X has developed a Pilot for select stations. O.N.X. creates a single source for managing Pilot station Linear + Streaming inventory. For each Station Pilot, O-N-X will run parallel to TV Station Traffic and surface available inventory in the form of Impressions to Media Planning Platforms at the point of agency consideration. No RFPs, no delays. Pilot Stations keep their rates current & O.N.X. manages the rest.

When the purchase decision is made, O.N.X. converts Impressions into TVB Spot Orders in WideOrbit to follow the station’s normal approval process. O.N.X. monitors station logs and when a Discrepancy between the Order and what ran occurs, O.N.X. automates an approved makegood adjustment to the Order automatically within WideOrbit. The WideOrbit connection is a parallel system assessment only and not designed to exist beyond the Pilot window.

Further Pilot details are available upon request.

Research Data Sources:

• 28 Zoom Interviews with Broadcast TV Operators [Recorded with Otter.ai]
• 9 additional clarifying interviews
• 2 Agency Media Planning platforms, representing $19BB in Television Advertising

Recorded Research Interviews are the sole intellectual property of O.N.X.