• by Tobi Elkin  @tobielkin, September 21, 2016

Ad management software firm WideOrbit on Wednesday introduced Radio Interchange, an automated solution for managing network and barter advertising at radio stations. The product is designed for stations running WideOrbit’s WO Traffic platform and Counterpoint Software for log information and certificate of performance submission.

Radio Interchange aims to eliminate the manual steps of the network and barter ad process, including order entry, order revisions, creative copy, copy instructions, and affidavit completion. Additional benefits for traffic and sales teams include the ability to use WO Traffic as a system of record for a station's advertising business, improved research capabilities, and greater assurance of network contract compliance.

Radio Interchange is the result of a multi-year project to integrate Counterpoint Software and WideOrbit's WO Traffic platform. Counterpoint Software's system is the scheduling and affidavit system for radio networks like Westwood One and United Stations, and is used to deliver ads to more than 9,000 network affiliate radio stations.

"Networks and stations will benefit from the reductions in complexity and manual work that have been endemic to managing network and barter spots. We will continue to identify and develop products and extensions that help our clients grow their bottom lines,” stated Eric R. Mathewson, founder and CEO of WideOrbit.