Media Agencies to Execute $1 Billion in Local TV Buys Through Open TVB & TIP Compatible Format in Q4 2019

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More than 2000 local TV and radio sellers already trained by Hudson MX on “Pre-Buy” Process -- Additional campaign management training to be provided for all rep firms, TV and radio broadcasters in preparation for 2020 orders starting in mid-September.

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Hudson MX is a key participant in TIP and driver of change in our industry.

In preparation for the 2020 local TV and radio Annuals buying season, Hudson MX, a provider of cloud-based software that modernizes local media buying, announced today that it expects more than 20 agencies using Hudson MX’s BuyerAssist™ Platform to send out over $1 billion in 2020 orders in Q4 of 2019 on behalf of hundreds of national advertisers. These orders will be executed using the open TVB3.2 format and delivered through multiple channels, including the AgencyCloud APIs which are compliant with the new TIP (Television Interface Practices) standards and the foundation of the end-to-end integration with WideOrbit. In preparation, the company is offering a brief training session for all local sellers. Training will cover a seller preparedness checklist and review how sellers can benefit from the open TVB3.2 order format.

The process for receiving standard spot orders and for submitting both makegoods and delivery logs will seem similar to existing processes with few noticeable differences. However, the open format enables buyers and sellers to begin the transition to advanced APIs designed by the new TIP standards group for increased transactional efficiency at each stage of the workflow.

“Migrating to the open TVB3.2 order standard is an important prerequisite for the evolution of our industry as we seek to solve the challenges facing local TV and radio today,” said Jay Stevens, president of Hudson MX. “Not only does this open standard allow for greater flexibility and continued iteration, but also uniquely enables multiple transactional types, including impression-based Private Marketplace buys. We are grateful for the continued support, vision, and guidance the TIP consortium has provided.”

All individual sales people who have ever received an RFP from an agency that uses BuyerAssist™ for Local TV and Radio will automatically receive an invite to complete a brief online training session covering the updated process for receiving ordering, handling makegoods, and supplying agencies with daily delivery logs.

"Hudson MX is a key participant in TIP and driver of change in our industry,” said Brett Jenkins, EVP, Chief Technology Officer at Nexstar Media Group and founding member of the TIP Initiative. "We are excited to work with them and many other system providers to introduce standardized improvements to pre-sales and stewardship communications."

Broadcaster Seller-Direct Training Schedule:

  • Monday, September 16th 12:00 EST - PreBuy training for all audiences
  • Monday, September 16th 1:00 EST - Ordering/Makegood training for direct sellers
  • Wednesday, September 18th 12:00 EST - PreBuy training for all audiences
  • Wednesday, September 18th 1:00 EST - Ordering/Makegood training for direct sellers
  • Tuesday, October 1st 12:00 EST - PreBuy training for all audiences
  • Thursday, October 3rd 1:00 EST - Ordering/Makegood training for direct sellers

Rep Firm Training Schedule:

  • Monday, September 16th 3:00 PM EST - Ordering/Makegood training for reps
  • Wednesday, September 18th 3:00 EST - Ordering/Makegood training for reps

About Hudson MX
By creating modern software that empowers the local buyer of the future, Hudson MX is leveling the playing field between local TV buyers and their digital media peers. In 2019 its BuyerAssist™ platform has been used to process $2 billion of local media buys for 30 leading agencies in 210 markets, on behalf of more than 300 national advertisers. The world’s most respected media agencies and sellers are partnering with the Company to bring the process of local TV buying into the 21st Century for the benefit of today’s advertisers. Hudson MX is looking to build on its initial success and expand its offerings by recruiting the best and brightest for its New York and Atlanta dual headquarters. Learn more about Hudson MX at, LinkedIn and Twitter (@HudsonMXinc).

About TIP
TIP is an industry work group dedicated to promoting open interfaces to streamline advertising transactions for local TV broadcasters and their media agency partners. The consortium is formed of local television broadcasters including Graham Media Group, Gray Television, Hearst Television, NBC & Telemundo Owned Stations, Nexstar Media Group, Sinclair Broadcast Group, and TEGNA. The goal of TIP is to accelerate automation of spot television and to streamline transactions and reduce the reconciliation burdens on buyer and seller. TIP aims to foster interoperability between system providers to create the broadest access to local television supply and demand. The TVB, the trade association representing local broadcast television, provides a repository for the TIP Initiative’s work and open access for industry partners at

Media Contacts:
Code Morris for Hudson MX

Andy Morris

Pete Holmberg

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