Sinclair Invests in Programmatic Advertising Startup

By Kevin Eck 

Sinclair Broadcasting is putting money behind ZypMedia, formerly known as ExtendTV, and says has signed a long-term deal to use its products “to optimize performance and delivery of local advertising campaigns.”

The station group was beta testing the company’s programmatic advertising products in three of its local markets.

“Local businesses are starting to embrace the power of Big Data and programmatic media buying in a big way and this has led to an explosion of growth in our industry since the beginning of 2015,” said Rob Weisbord, Sinclair’s COO of digital. “After testing a number of different solutions, it was clear that the ZypMedia platform produced superior results for our clients and their level of service was widely praised by our team. We are confident that this partnership will prove to be a crucial asset in our digital strategy moving forward.”


“We see the Sinclair partnership and the continued support of U.S. Venture Partners as tremendous validation of our proprietary technology, our strategy to focus on local markets, and our highly talented team,” said Mark Goldman, Co-Founder and CEO of ZypMedia, Inc.