Belo Corp. (BLC) Launches Private Advertising Marketplace

DALLAS, Sept. 27, 2012 /PRNewswire/ --  Media company Belo Corp. (NYSE:  BLC) announced today the launch of Belo Private Ad Marketplace, a new digital platform that connects select advertisers with Belo's digital advertising inventory across its websites. 

Belo Private Ad Marketplace was designed to give advertisers direct access to the Company's more than 17 million online consumers each month.  The new program will satisfy advertisers' needs to execute programmatic media placements through digital technology platforms, while offering more targeted brand display advertising.

"Belo's Private Ad Marketplace was created to partner with select advertisers to leverage the high demand for its local sites," said Joe Weir, Belo's vice president/Digital. "It also gives advertisers the opportunity to more efficiently partner directly with Belo, an award-winning producer of quality digital news and information."

Belo's Private Ad Marketplace is powered by technology from PubMatic, one of the leading providers of "Real Time Bidding". 

"As a premium content producer, Belo Corp. is making smart decisions about the sale of its inventory," said Kirk McDonald, president of PubMatic. "They will be using our Private Marketplace product to engage in direct and open buys of their inventory with specific advertisers as well as layer audience attributes to get the greatest value for each and every impression sold.  Marketplaces like these help to solidify long-term relationships between content producers and clients while meeting the need to sell and buy inventory in real time."

About Belo Corp. Television company Belo Corp. (NYSE:  BLC) owns and operates 20 television stations (nine in the top 25 markets) and their associated websites.  Belo stations, which include affiliations with ABC, CBS, NBC, FOX, and the CW, reach more than 14 percent of U.S. television households in 15 highly-attractive markets.  Belo stations rank first or second in nearly all of their local markets.  Additional information is available at www.belo.com or by contacting Paul Fry, vice president/Investor Relations & Treasury Operations, at 214-977-4465.

About PubMatic Since 2006, PubMatic has been at the forefront of developing innovative technology to help publishers automate the process of evaluating and selling their advertising inventory. PubMatic gives premium publishers a real-time media selling platform for managing revenue and brand strategy. PubMatic's platform combines real-time bidding (RTB), the most comprehensive brand protection tools, unified optimization and audience insights as well as hands-on support to serve the world's leading publishers. PubMatic is privately held, backed by funding from August Capital, Draper Fisher Jurvetson, Nexus Venture Partners, and Helion Ventures, and has seven offices around the world in the U.S., Europe and Asia.

SOURCE Belo Corp.

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