Internet Broadcasting, the multipurpose firm that has provided a technological backbone for the Web sites affiliated with many local stations, looks to help Univision monetize inventory for digital outlets linked with its 62 owned-and-operated stations.
Among the services IB will offer Univision as part of a multiyear arrangement are ways to design ad units, ad trafficking and campaign management tools and sales training. It will align Univision’s current systems with its own.
IB has worked with the Hearst and Post-Newsweek station groups, as well as newspapers and Turner.
Kevin Cuddihy, president, Univision Television Group, stated that “IB’s services and understanding of sophisticated ad-operations processes and software will identify efficiencies across our local footprint and help increase ROI within our business.”
IB offers technology for mobile ad products, online video and has developed options for political ads that include addressable ads to potential voters in partnership with ExactDrive.
Last week, Univision named Mark Dante as executive vice president for sales at the station group and Charlie Echeverry in the same role for interactive sales.
Univision does not break out details on interactive revenues for its station group, but the company saw interactive revenues come in virtually flat for the first six months of 2012 compared to the year before.