IBC 2023: Imagine Communications Partners with Google Ad Manager to Revolutionize Converged TV Advertising

Imagine Communications announces a partnership with Google Ad Manager. This strategic collaboration empowers broadcasters and TV operators to offer cross-platform campaigns while ensuring consistent ad placement across all delivery methods — be it linear, over-the-air, or internet-streamed CTV.

Moreover, the partnership introduces programmatic capabilities that complement direct ad sales, optimizing yield and enhancing ad sales efficiency.

As the media industry continues to evolve, the synergy between Imagine Communications and Google Ad Manager helps bridge the gap between traditional linear TV’s direct sales and the dynamic world of programmatic sales in streaming CTV.

Through its SureFire video ad server, Imagine introduces ad routing to Google Ad Manager, offering media companies the ability to tap into Google Ad Manager’s streaming demand management capabilities to enable both direct and programmatic advertising across all deal types (e.g., Direct Sold/Programmatic, Private Marketplace Deals, and RTB). This integration empowers broadcasters and TV operators to fill unsold inventory and dynamically allocate portions of their ad inventory to maximize fill while maintaining a quality viewing experience. This approach empowers broadcasters to offer premium ad placements across diverse platforms, while the programmatic element drives efficient yield optimization.

Surefire provides a set of APIs and integration points to enable implementation regardless of the sales, order management, and traffic solutions that any TV operator may prefer.

“Imagine Communications is expanding cross-platform ad management solutions to help broadcasters and media companies unify TV ad sales and deliver all the attributes advertisers love about traditional Linear TV onto CTV platforms,” says Rob Malcolm, general manager of ad tech, Imagine Communications. “Our partnership with Google Ad Manager underscores this commitment, as we revolutionize not only direct sold placement, but add programmatic capabilities to meet the evolving media landscape.”

This announcement aligns with the upcoming IBC2023 trade show (15-18 September, RAI Amsterdam, Imagine stand 2.A15), offering media professionals and industry leaders a firsthand glimpse of the expansion of Imagine’s ad management innovation with Google Ad Manager’s programmatic expertise.

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