ITN has unveiled its ITN-SSP, an innovative platform that revolutionizes local linear TV by closely aligning it with the ease and efficiency of programmatic digital media. The ITN-SSP allows suppliers to submit, manage, control, and report on transactable inventory directly within ITN’s comprehensive marketplace. By integrating local linear TV with programmatic buying platforms, ITN takes a significant step toward modernizing the media landscape.

1. Key Features of ITN-SSP

• Streamlined Inventory Management: Suppliers can manage inventory in real-time, simplifying the process of buying and selling local linear TV.
• Robust Media Management Software: Built on years of internal development, the platform offers advanced tools for sellers, enabling greater control and transparency.
• Programmatic Integration: ITN is connecting with demand-side platforms (DSPs) and buying marketplaces, enabling a true programmatic buying experience for local linear TV.

2. The Evolution of Local Linear TV into the Programmatic Ecosystem

• Digital-Like Efficiency: ITN-SSP delivers a programmatic-like solution, offering ease of execution, control, and transparency akin to digital media.
• Ongoing Integration: Rollout of DSP connections is planned for late 2024 through early 2025, with full functionality expected next year.
• Improved Access for Buyers and Sellers: The platform bridges the gap between linear TV and other media, giving local TV stations a competitive edge in the evolving advertising market.

3. ITN’s Commitment to Future Growth

• Expanding Capabilities: Todd Watson, CEO of ITN, emphasized ITN’s commitment to continually enhancing the platform to meet industry demands.
• Programmatic Revolution: The introduction of ITN-SSP is a key milestone in bringing local linear TV back to the forefront of media buying by integrating it seamlessly into the programmatic ecosystem.

With the launch of ITN-SSP, ITN is poised to reshape the way local linear TV operates, combining the strengths of traditional TV with the efficiency and transparency of programmatic media. As ITN expands its integrations and functionalities, the future of local linear TV looks increasingly aligned with the digital-first world.