Features
Six pillars. One real product.
Programmatic radio, broken into six parts.
Six mechanics that, together, take a buyer's brief from a DSP through to a broadcast spot — in minutes, with the audience data and broadcaster controls both sides need.
01 — Real-time bidding
A live auction layer for radio.
OpenRTB 2.6 bid requests, sent into the Traffic system minutes before air. Broadcaster-set floors. Daypart rules honored. First proven on air via Google DV360 → WideOrbit.
What this replaces: spec-sheet quoting, telephone negotiations, week-long gaps between booking and airing.
02 — Real-time audience estimation
Live audience for every live spot.
Live streaming listenership extrapolated to total broadcast audience through the streaming-proxy model that's powered Pattison's Validate attribution product for five years.
What this replaces: Station ratings that lag by weeks and don't cover most Canadian markets.
03 — Real-time ad insertion
Minutes before air, not the day before.
Resonate scans the upcoming commercial log minutes before each break, evaluates demand at the CPM level, and inserts the winning ad into the Traffic system — including replacing unpaid bonus spots.
What this replaces: day-ahead log scheduling. Inventory locked the night before, regardless of next-day audience or demand.
04 — Yield optimization
Earn more from the same inventory.
Two mechanics. Bonus-spot replacement (paying demand into unsold breaks) and cross-break reshuffling (higher-paying ads bumped into earlier slots, lower-paying ads moved forward — daypart rules honored).
What this replaces: unsold inventory and underpriced breaks. Program-director-level yield management by hand.
05 — Broadcaster controls
Floors. Rules. Approval.
Price floors per station and daypart. Daypart instructions honored at insertion. Existing Traffic approval workflows preserved.
What this replaces: the fear that programmatic = a race to the bottom. The choice between new demand and existing control.
06 — Traffic & playout integration
Lives next to what you already run.
WideOrbit confirmed and proven on air. More integrations in active development. No new playout system. No retraining. Programmatic demand flows into the same insertion pipeline your direct sales already use.
What this replaces: every "we'd have to rip out our automation" objection.