WideOrbit — DealerRefresh Vendor Library

⚠️ **Important note before reading:** The email address provided (`[email protected]`) appears to be outdated. Based on multiple sources, Jeff Greenfield departed WideOrbit and has since founded Provalytics (around 2022), where he is currently CEO. He is listed as a **former** SVP Buy Side at WideOrbit. This is flagged clearly in the brief below. --- ## Company Research — WideOrbit ### About WideOrbit WideOrbit was founded in 1999 by Eric Mathewson and is a privately-held provider of business management software solutions for the media industry. Headquartered at 1160 Battery Street, San Francisco, CA. WideOrbit is a wholly owned subsidiary within the Lumine Group companies; Lumine Group Inc. (TSXV:LMN) is a Canadian-listed company with Constellation Software Inc. (TSX:CSU), a multi-billion dollar public company, as its majority shareholder. The company has approximately 508 total employees. --- ### What They Do WideOrbit operates as a technology company focused on media and advertising. It provides a platform that simplifies the buying and selling of advertising, tying together all aspects of the process from pitch to payment. Its primary customers are TV and radio broadcasters, national TV networks, digital publishers, and advertisers. **Core Products:** - **WO Traffic** — Flagship ad sales and commercial operations platform for broadcast and network TV/radio inventory and revenue workflow management, with integrations such as Yangaroo's asset management and delivery platform. - **WO Fusion** — A next-generation sales platform that creates a scalable application for broadcast TV and radio, as well as cable and broadcast network sales teams. - **ZingX™** — An advertising platform providing simplified access to broadcast TV ad inventory from thousands of US stations. It is the only buy-side platform offering direct access to inventory from broadcast TV stations using WideOrbit's premium sell-side exchange, with technology that automates transaction and campaign optimization processes. - **WO Omni** — Tailored to meet the business needs of today's linear broadcasters and digital publishers, including those with bespoke regional requirements. - **WO Automation for Radio** — The leading enterprise-grade radio automation system in North America. **Scale & Customers:** - Over 6,500 stations and networks rely on WideOrbit's traffic systems, and more than 4,400 radio stations are live on WO Automation for Radio. - WideOrbit has partnered with industry leaders including NBCUniversal, Fox, Paramount, AMC Networks, Univision, Gray, and Sinclair. - WideOrbit is the system of record for more than $38 billion in advertising transactions annually. **Recent News:** - In August 2025, WideOrbit announced that Toni Coonce has been appointed Chief Executive Officer, recognizing her exceptional leadership and underscoring WideOrbit's commitment to shaping the future of the media industry through innovation driven by strong customer relationships. - WideOrbit's CTO Brian Thoman highlighted their development of AI agents that analyze viewership data, campaign performance, and preemptions to automatically suggest recovery strategies for broadcast advertising workflows. --- ### DealerRefresh Audience Fit WideOrbit sells into broadcast TV and radio stations — the same stations that **automotive dealers buy local advertising from**. Auto dealers are among the largest local broadcast advertisers in the US. WideOrbit's platform manages the ad inventory, traffic, and sales workflow on the **sell side** of that relationship. That means WideOrbit's sales and product teams actively need to understand auto dealer marketing behavior, budget cycles, and digital attribution to better serve their own broadcaster clients who depend on car dealer spend. **Why DealerRefresh reaches WideOrbit's buyers:** DealerRefresh's audience — GMs, dealer principals, internet directors, BDC managers, and fixed ops directors — are the actual **decision-makers controlling dealer ad budgets** that flow into WideOrbit-managed broadcast inventory. WideOrbit benefits from DealerRefresh exposure in two ways: (1) brand awareness among the dealers who buy the inventory their platform manages, and (2) positioning WideOrbit as a credible presence in the auto retail ecosystem, which helps their broadcaster clients sell more effectively against digital competitors. **Recommended DealerRefresh Products:** | Product | Fit | |---|---| | **Sponsored Forum Post** | Best fit. A permanent, SEO-indexed post explaining WideOrbit's role in the broadcast ad ecosystem reaches dealer decision-makers organically and gets cited by AI search — directly where dealers research ad spending decisions. | | **Demo / Review Video** | Strong fit. A 5,000+ view deep-dive with Alex & Jeff would explain to dealers *why* broadcast/local TV advertising managed through WideOrbit delivers ROI — generating pull-through demand for WideOrbit's broadcaster clients. | | **Retargeting Pixel** | High value. Following DealerRefresh visitors on Facebook/Instagram keeps WideOrbit top-of-mind with dealer decision-makers who are actively evaluating ad channels — a precise, low-waste audience. | | **Forum Banners** | Good for awareness. Daily visibility to 3,000