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Hudson MX Announces Launch of BuyerAssist for Local Radio


Hudson MX
Hudson MX

On the heels of the recent launch of its local TV offering, Hudson MX launches its local radio buying platform. Hudson MX provides local buyers workflow software that allows targeted buys at scale with precision. Entercom joins as the first AgencyCloud partner, while 19 agencies have been using Hudson MX to connect 700+ radio buyers with 2,500+ sellers in 210 markets, representing 300+ national advertisers. In a private beta, more than $50 million in radio buys have been processed.

Hudson MX says it replicates and improves current workflow, instead of disrupting or replacing it. It enables buying of whole markets in one place -- all stations, all types of buys, and all inventory. It also collapses reporting times and enhances performance measurement so that local radio and TV buying more closely tracks the standards of programmatic digital.

"Radio was the first medium to offer content in real time and it remains an absolutely vital part of the media landscape," said Hudson MX CEO JT Batson. "Ninety three percent of Americans listen to radio weekly and station loyalty remains strong. And while its place in our culture is unquestioned, radio's ability to compete for advertising dollars has been hindered by a lack of modern software. By making the move beyond legacy systems, Entercom is helping our country's biggest brands capitalize on the full potential of radio in real time."

"Entercom has been focused on supply-side innovation and we are pleased to partner with Hudson MX in transforming the buy side of radio," said Entercom COO Weezie Kramer. "We're excited to be their first radio partner and offer agency partners greater speed, accuracy and transparency. It makes radio easier and faster to buy-putting us at the forefront with other forms of media."

With Entercom's integration, BuyerAssist™ allows agencies to query proposals with detailed and specific KPIs and search Entercom's portfolio of more than 235 radio stations. BuyerAssist also generates custom proposals attuned to each campaign's needs and has the ability to optimize data and course correct to ensure that campaign commitments are fulfilled. Reporting is within 24 hours.

"BuyerAssist has automated certain processes that allow our teams to transact local buys more efficiently," said Dentsu Aegis Network EVP/MD of Local Audio and Video Jennifer Hungerbuhler. "We will continue to push for efficiencies that deliver incremental value to our clients, including a fully automated transactional process, the capability to layer in first party data, greater transparency into campaign management, as well as the ability to fluidly move dollars between digital and linear broadcasting."

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