Nexstar to Launch Integrated Linear TV and Digital Programmatic Tech

By Kevin Eck 

Nexstar Broadcasting has teamed up with Yashi to launch Digital Mirror, the industry’s first linear TV and digital programmatic video advertising technology.

Digital Mirror will only be rolled out at Nexstar’s 103 local TV stations.

From the press release:


At the time a client’s broadcast advertising spot begins to air on live television, Digital Mirror sends a signal to Yashi’s Demand Side Platform (DSP), immediately triggering it to deliver client’s digital pre-roll video advertisements to the desktops and laptops, tablets and other mobile devices of people within the station’s particular designated market area (DMA).

“Nexstar’s commitment to localism and industry-leading innovation remain key components of our operating and expansion strategies and have served as the foundation of our long-term growth and success,” stated Perry Sook, president and CEO of Nexstar. “Traditional TV remains the dominant reach medium with the greatest share of video viewership and superior engagement and influence on consumers’ purchasing and voting decisions. As our business continues to evolve with the changing new media landscape, we are focused on developing new technologies, products and services that complement our broadcast and digital media platforms.”