In the course of this year, Cox Media will insert more than 130 million local ads on an average of 75 networks across its 23 markets nationwide. Similarly, Bresnan Communications, with 28 markets in Montana, Wyoming, Colorado and Utah, will swap in about 1 million local ads a month. That's a lot of ad inventory to keep track of, manage and bill for. Couple that with the complexities of inserting online, on-demand and addressable ads, and operators certainly have their hands full.
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