Matrix signs Gray, Graham, Hearst and CoxReps for its Media Sales Gateway platform


Matrix Solutions, a media revenue management technology provider, today announced that it has signed partnerships with Gray TV, CoxReps, Graham Media and Heast Television to use its Media Sales Gateway platform.

Cox Enterprises’ Videa software will serve as the initial back-end technology for traditional linear spots and all future developments will be built on Azure with an open architecture. The Media Sales Gateway, named Admiral, will be a sell-side tool that will provide both the infrastructure and workflows to automate converged ad sales from demand to order fulfillment, including digital inventory and OTT, traditional spot and impression/dynamic based advertising. insertion for linear live.

(Image credit: Matrix Solutions)

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Embracing multi-channel, omni-platform selling, Matrix says Admiral will provide media companies with a viable path to transition to converged print-based workflows, without having to change the underlying traffic system. Its dynamic interoperability will ensure that orders are automatically routed to the correct inventory, regardless of the company’s current fulfillment system.

“Emerging revenue platforms have presented us with significant opportunities, but only if we can leverage them effectively,” said Pat LaPlatney, co-CEO and president of Gray Television. “Matrix has proven to be a trusted partner with deep expertise in media sales and a common goal of advancing our industry through collaboration. We look forward to exploring how Admiral will improve our operational workflow.

  • Buy-side aggregation: a portal allowing agencies to submit calls for tenders.
  • Inventory management: Provides visibility into all inventory assets available across digital (OTT, CTV) and linear platforms.
  • Proposal/Negotiation: creates and builds convergent proposals to negotiate electronically with the agency/buyer.
  • Order management: converts accepted proposals into orders and automatically propagates the required information to the underlying execution systems.
  • Make-Goods and campaign management: once the first commands have been sent; manufacturing products and campaigns will be managed through the system until the final order requirements are met.

Admiral will be developed and released in several phases. The first phase will include the Buy-Side Aggregation platform and a core workflow for traditional linear ad sales, with a goal of completion in early Q4 2022. The second phase will include a fully converged experience for linear, digital and traditional OTT sales. workflows, with a target for completion in Q2 2023. Development will continue to include impression-based linear workflows with dynamic ad insertion workflows, including a push to ATSC 3.0 execution systems, as well as advanced reporting and analytics.

“I strongly believe in the potential that can be realized when media and technology companies come together. It leverages shared knowledge and expertise seamlessly and produces quick results and solutions that are both cost-effective and efficient while driving optimal results,” commented Mark Gorman, CEO of Matrix. “We are grateful and honored by the partnerships of Gray Television, CoxReps, Graham Media, Hearst Television and Cox Enterprises as we come together to develop this industry-leading solution that will support local networks, and more, around the world. . This will enable our industry to collectively sell more effectively while increasing revenues to enable each media company to better create, inspire, inform and entertain.


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