WideOrbit
WideOrbit provides cloud-hosted SaaS for advertising management across broadcast TV, cable networks, and radio, serving 6,450+ stations and networks including all major US broadcasters and processing $33B+ in annual ad revenue.
- Company typePrivate
- Founded1999
- HeadquartersSan Francisco, United States
- Headcount501–1,000
- GTM typeB2B
- OfferingSoftware
What WideOrbit does
WideOrbit is a privately held vertical SaaS provider of advertising management software for media companies, founded in 1999 and headquartered in San Francisco. The company operates a unified platform covering the full lifecycle of media advertising — from pitch to playout to payment — with core products WO Traffic (linear broadcast TV traffic and operations), WO Network (cable and broadcast network commercial operations), WO Aurora (cloud-hosted radio automation), WO Fusion (converged cross-platform ad sales with multiple audience measurement currencies), WO Digital Hub (consolidated digital order management), and WO Omni (international traffic). Supporting modules include WO Media Sales, WO Analytics, WO Data Bridge, WO Payments Suite, WO Airtimes, WO Order Connect, and a suite of AI agents (Makegood and Campaigns) built on Google Gemini. The architecture is cloud-hosted SaaS with modern APIs (WideOrbit.io) and event-driven integrations spanning 300+ third-party systems.
WideOrbit serves local broadcast TV stations and station groups, cable and broadcast networks, radio broadcasters, and global media organizations. Named customers include all major US broadcast networks (ABC, NBC, Fox, Paramount, CBS/CMG), the largest TV station groups (Nexstar, Sinclair, Gray, Scripps, TEGNA, Hearst), major radio operators (Audacy, Cumulus, Townsquare, Salem, iHeart, Alpha Media), and international broadcasters (Bell Media, Rogers, TelevisaUnivision). The company claims 90% market share among US local TV broadcasters, processing $33–37 billion in annual ad revenue across 6,450+ stations and networks with a reported 99.9% contract renewal rate.
The business model centers on annual subscription SaaS licensing supplemented by professional services (consulting, implementation, training via a stage-based Consult-Design-Implement methodology), managed services, and cloud hosting. Pricing is quote-based and tiered by product module and station count. Distribution combines enterprise direct sales, inside sales for mid-market customers, and the WideOrbit Connectors partner program of certified integrators. The company is a wholly-owned subsidiary of Lumine Group Inc. (TSXV:LMN), which is majority-owned by Constellation Software Inc. (TSX:CSU). Revenue, headcount (501–1,000), and detailed financials are not publicly disclosed.
WideOrbit firmographics
Firmographics- Name
- WideOrbit
- Legal name
- WideOrbit Inc.
- Website
- http://www.wideorbit.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- WideOrbit provides cloud-hosted SaaS for advertising management across broadcast TV, cable networks, and radio, serving 6,450+ stations and networks including all major US broadcasters and processing $33B+ in annual ad revenue.
- Ownership category
- akta.pro rank
WideOrbit industry classification
Industry- Product category
- Media Advertising Management Software
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518210)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Billing, Payments & Subscription Management (MPAHAJAC)
- akta.pro secondary industries
- Enterprise/Creator Video Hosting & OTT SaaS Platforms (MPACAAAL), Software/SaaS Subscriptions (Consumer & Prosumer) (CRAFAIAB)
Keywords
Where WideOrbit is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
WideOrbit business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Software Platform Subscriptions: SaaS-based platform licensing for ad traffic management, billing, and sales operations. Subscription model with recurring revenue from media companies of all sizes.
- Professional Services: Consulting services for implementation, system integration, training, and business transformation. Stage-based approach: Consult, Design, Implement.
- Managed Services: Tailored services including system maintenance, database management, integrations, radio hardware support, custom documentation, and diagnostic reviews.
- Cloud Hosting (WO Cloud): Fully hosted network service providing secure and optimized environment for WideOrbit software. SaaS delivery with premium IT infrastructure management.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise platform pricing based on station/network count and modules selected |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels13 records
WideOrbit product offering
Product offeringCore offering
WideOrbit provides cloud-based advertising management software for media companies, enabling broadcasters, cable/broadcast networks, and radio operators to manage ad sales, traffic, billing, and audience delivery from proposal through payment. The platform unifies linear, digital, and cross-platform campaigns with modules for traffic operations, network ad sales, payments, analytics, and AI-driven optimization.
Product overview
WideOrbit is a unified media management advertising platform that offers a portfolio of products designed for digital, linear, and cross-media campaigns, enabling media companies to manage their business from pitch to playout to payment. The platform employs a platform-plus-modules architecture centered on core products: WO Traffic (end-to-end linear traffic for broadcast TV and radio), WO Network (cable and broadcast networks), WO Omni (international/global operations), WO Fusion (cross-platform ad sales with Broadcast TV and Global/Digital Workspaces), WO Digital Hub (consolidated digital order management), and WO Aurora (cloud-hosted radio automation). Supporting modules include WO Media Sales (proposal generation), WO Analytics and WO Data Bridge (data and business intelligence), WO Payments Suite (A/R management), WO Airtimes (airtime reports), WO Long Form DR (direct response), WO Order Connect (buy-side integrations), and specialized tools for audience delivery optimization, ADU prediction, digital orders, material instructions, order validation, export G/L, and radio interchange. The platform also includes WideOrbit AI Solutions featuring Makegood AI Agent and Campaigns AI Agent for automating proposal generation and makegood workflows. WideOrbit serves over 6,450 stations and networks managing $33 billion in ad revenue annually, with integrations to ad servers, audience measurement providers, CRM systems, and programmatic platforms.
Differentiator
Problem solved
Functional benefit
Brands
- WO Aurora: Cloud-hosted radio automation platform designed to eliminate capital expenditure burdens of traditional broadcast infrastructure, supporting on-premises, hybrid, and fully cloud-hosted deployment models with features including browser-based Web Studio and Live Mic for remote broadcasting.
- WO Fusion
- WO Digital Hub
- WO Traffic
- WO Network
- WO Omni
- WO Airtimes
- WO Payments Suite
- WO Data Bridge
- WO Long Form DR
- WO Order Connect
- WO Payments Suite
Products and services
- WO Aurora Cloud-hosted radio automation platform providing centralized, scalable automation for programming and optimizing content, streamlining workflows, and reducing costs. Allows Broadcast Engineers, Program Directors, and on-air talent to manage station operations remotely via browser-based Web Studio and Live Mic features.
- WO Traffic End-to-end linear traffic and operations solution built to help broadcast TV and radio stations manage, execute, and scale ad sales from proposal through billing, with integrated solutions for sales, traffic, and billing.
- WO Network Purpose-built solution for cable and broadcast networks, simplifying everything from proposals and planning to deal maintenance, stewardship, and billing. Empowers teams to sell with confidence, reducing liability and improving efficiency with automation.
- WO Omni Full-scale traffic platform for media organizations with properties outside the U.S., offering complete traffic solution to manage, optimize, and execute ad sales from proposal through collections, tailored to meet bespoke regional requirements.
- WO Fusion Open, centralized planning and sales tool for cross-platform ad campaigns with multiple audience measurement data sources, providing unified view of converged audience engagement. Consolidates linear and digital assets within single media plan with connections to linear and digital order management systems.
- WO Digital Hub Consolidated digital order management providing single platform that unifies digital ad sales, operations, execution, and finance across multiple properties and ad servers. Drives efficiency and revenue growth with unified digital workflows from quote to cash.
- WO Payments Suite A/R management tools purpose-built for the media industry to increase on-time payments, improve cash flow, and reduce operating costs. The only A/R management solution custom-made for the media industry.
- WO Analytics Media-specific ETL platform that unifies data from WideOrbit and third-party systems into a single analytics environment for deeper insights and business intelligence.
- WO Data Bridge Revolutionizes large dataset management, providing gateway to advanced business intelligence and analytics. Provides access to data in various forms including raw and curated, powering AI workflows and analytics.
- WideOrbit AI Solutions AI solution suite built by media professionals for media professionals, including Makegood AI Agent and Campaigns AI Agent. Human-in-the-loop approach empowers teams to work more efficiently by automating proposal generation and makegood recommendations.
- Professional Services Consulting services for implementation, system integration, training, and business transformation for WideOrbit customers, following a stage-based approach: Consult, Design, Implement.
- Managed Services Tailored services including system maintenance, database management, integrations, radio hardware support, custom documentation, and diagnostic reviews for WideOrbit customers.
- WO Cloud Hosting Fully hosted network service providing secure and optimized environment for WideOrbit software, with SOC 2 Type 2 certification, geo-redundant backups, and committed service levels. SaaS delivery with premium IT infrastructure management.
Quantifiable outcome
- 90% of US local TV broadcasters manage revenue with WideOrbit software
- +5 more outcomes
Companies that use WideOrbit
Customer profileNamed customers43 records
Segments5 records
Ideal customer profiles3 records
WideOrbit technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration35 records
AI capability9 records
Feature15 records
WideOrbit partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core and strategic.
- Comcast Technology SolutionscoreIntegration streamlines traffic instructions between advertisers and broadcasters, enabling seamless exchange of material instructions through WideOrbit's Electronic Material Instructions module.
- Telos AlliancecoreExpanded partnership enables fully integrated cloud environment combining Audio-over-IP (AoIP) control and routing for WO Automation for Radio.
- ProVantageXcorePartnership integrates linear TV platforms with fully automated solutions ranging from supply-side to demand-side, enabling seamless deal management and execution.
- Salem Media GroupcoreAgreement to convert all Salem Media radio properties to WO Automation for Radio, representing significant deployment partnership.
- ViantcoreIntegration automates linear TV buying and delivery, enabling people-based advertising campaigns with seamless data connection.
- Dentsu Aegis NetworkcorePartnership expands programmatic direct TV capabilities, enabling media buyers to plan, negotiate, and execute automated guaranteed local TV campaigns with data integration.
- GooglecoreWO Programmatic TV adds Deal ID support and now enables purchase of broadcast spots reaching 20 of top 25 US media markets.
- SalesforcestrategicSalesforce listed as Strategic Connector with certified integration to WideOrbit platform, enabling CRM connectivity for media sales teams.
- AdCellerantstrategicPreferred connector partner helping media companies, agencies, and brands simplify digital marketing. Co-sponsored WideOrbit's NAB 2026 cocktail party.
- PerficientstrategicStrategic connector implementing AI-first solutions. Co-sponsored WideOrbit's NAB 2026 cocktail party.
- Palladin TechnologiesstrategicStrategic connector partner providing integration services for WideOrbit platform.
- Google Ad ManagercoreWO Digital Hub connects with Google Ad Manager for digital campaign execution, enabling seamless order management and trafficking.
- FreeWheelcoreWO Digital Hub connects with FreeWheel for cross-platform campaign execution and monetization.
- AdsWizzcoreWO Digital Hub connects with AdsWizz for digital audio advertising execution and podcast monetization.
Scale indicators11 records
Recent moves7 records
Expansion highlights7 records
WideOrbit competitors and assessment
Company assessmentDirect peers
- Operative: Operative provides advertising sales and operations software for media companies, including linear TV, digital, and cross-platform workflows. It is the closest direct competitor to WideOrbit's WO Network and WO Traffic products, and WideOrbit's own CRO Devlin Jefferson joined from Operative.
- STRATA: STRATA provides media buying and selling software, including traffic, billing, and proposal tools for TV, radio, and digital broadcasters. It competes head-to-head with WideOrbit in mid-market and enterprise broadcast ad operations.
- Imagine Communications: Imagine Communications sells broadcast inventory, traffic, and scheduling systems to TV networks and station groups. It overlaps with WideOrbit's WO Traffic and WO Network in linear ad operations and audience delivery.
- FreeWheel: FreeWheel (Comcast) provides cross-platform TV ad serving, execution, and monetization tools for premium video. It competes with WO Digital Hub in digital campaign execution and is also a WideOrbit integration partner.
- RCS (Radio Computing Services): RCS provides radio automation, traffic, and content management software to broadcasters worldwide. It directly competes with WO Aurora/WO Automation for Radio in radio playout and workflow automation.
- ENCO Systems: ENCO offers radio and TV automation, playout, and captioning solutions for broadcasters. It competes with WO Aurora in cloud-native radio automation and with parts of WO Traffic for broadcast playout workflows.
Broad incumbents
- MediaOcean: MediaOcean provides enterprise ad-operations and media-buying software spanning linear, digital, and programmatic. It competes with WideOrbit at the converged media-management layer and offers broader workflow tooling across agency and seller sides.
- Salesforce: Salesforce is a Strategic Connector to WideOrbit but its Media Cloud CRM also overlaps with media sales workflow functions. It competes for the CRM and proposal-building layer that WideOrbit addresses via WO Media Sales and WO Fusion.
Emerging players
- Veritone: Veritone offers AI-powered media analytics and advertising attribution, integrated with WideOrbit's WO Traffic via Veritone Attribute. It competes with WideOrbit's AI Solutions on AI-driven workflow automation for broadcasters.
- Amagi: Amagi provides cloud-based broadcast and CTV/OTT playout, ad insertion, and monetization infrastructure. It is a WideOrbit integration partner for OTT/CTV but also competes in streaming-side monetization adjacent to WO Digital Hub.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
WideOrbit social profiles
Digital presenceWideOrbit compliance and trust
Trust signalCompliance4 records
WideOrbit financial estimates
Financial estimateRevenue estimate
Valuation estimate
WideOrbit leadership team
Management profileNumber of profiles
Profiles8 records
WideOrbit funding detail
Funding detailFunding overview
Funding rounds5 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WideOrbit M&A and investment
M&A and investmentM&A6 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about WideOrbit
What does WideOrbit do?
WideOrbit provides cloud-based advertising management software for media companies, enabling broadcasters, cable/broadcast networks, and radio operators to manage ad sales, traffic, billing, and audience delivery from proposal through payment. The platform unifies linear, digital, and cross-platform campaigns with modules for traffic operations, network ad sales, payments, analytics, and AI-driven optimization.
Is WideOrbit a public or private company?
WideOrbit is a private company. It is classified as corporate owned and is currently operating.
When was WideOrbit founded?
WideOrbit was founded in 1999. It employs 501 to 1,000 people.
Where is WideOrbit based?
WideOrbit is headquartered in San Francisco, United States, in the North America region.
How does WideOrbit make money?
Four revenue lines are on record. Software Platform Subscriptions are the primary driver. The others are professional Services, managed Services and cloud Hosting (WO Cloud).
Who are WideOrbit's main competitors?
Direct peers on record are Operative, STRATA, Imagine Communications, FreeWheel, RCS (Radio Computing Services) and ENCO Systems. Broad incumbents are MediaOcean and Salesforce. Emerging players are Veritone and Amagi.
Does WideOrbit have an API?
Yes. WideOrbit.io provides flexible, modern APIs for real-time interaction with applications at the object level. WideOrbit APIs enable seamless data exchange between WideOrbit systems and third-party systems, designed for flexibility and adaptability. Events and Notifications enable timely, automated notifications of source data changes from WideOrbit systems, enabling smarter workflows including agentic AI and faster decision-making. APIs are built on top of WideOrbit systems including WO Traffic, WO Network, and WO Omni, with modern API and event architecture protecting data integrity and ensuring high performance. Multiple daily data loads available with high-volume extracts pulled directly from individual sources at the row level. Developer documentation is at www.wideorbit.com/io.
What industry is WideOrbit in?
WideOrbit's product category is Media Advertising Management Software. Its primary akta.pro industry code is MPAHAJAC, Billing, Payments & Subscription Management, with a secondary code of MPACAAAL, Enterprise/Creator Video Hosting & OTT SaaS Platforms. Its NAICS code is 518 and its SIC code is 7370.