Cox Television has created a digital sales company, Cox Cross Media, to broker inventory for its local TV station Web sites. The new entity is set up as a standalone company to aggregate digital buys across three companies under Cox: TeleRep, Harrington Righter & Parsons, and MMT Sales.
“Initially we’re going to launch just by representing and selling online assets of TV stations. We will look to in the future extend the footprint and work with local media sites,” said Steve Shaw, senior vice president of Cox Cross Media.
Advertisers will be able to tawrget specific regions and Web sites among the 300 television stations represented. Shaw said the aim is to provide the transparency familiar with spot TV media placements to online publishers and advertisers in a manner not always seen on ad networks.
The first ads sold by this new venture are expected to roll on October 1. In the meantime, the company is talking to advertisers and clients.
Cox Cross Media will use Solbright for ad management, and DoubleClick for ad serving.
Steve Shaw was recruited by Cox to head the new company. His background includes 20 years of experience in radio, including working with the online properties of radio stations.
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