May 29, 2024
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Imagine Communications has announced a partnership with Google Ad Manager, which it claims will transform converged TV advertising.

The collaboration is designed to empower broadcasters and TV operators to seamlessly 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, optimising yield and enhancing ad sales efficiency.

As the media industry continues to evolve, Imagine says the synergy between itself 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.

This, it says, enables both direct and programmatic advertising across all deal types.

This integration allows broadcasters and TV operators to fill unsold inventory and dynamically allocate portions of their ad inventory to maximise fill while maintaining a quality viewing experience.

This comprehensive approach empowers broadcasters to offer premium ad placements across diverse platforms, while the programmatic element drives efficient yield optimisation.

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,” said 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.”

The upcoming IBC2023 show will offer media professionals and industry leaders a first-hand glimpse of the expansion of Imagine’s ad management innovation with Google Ad Manager’s programmatic expertise.

IBC takes place between 15 and 18 September at RAI Amsterdam, where Imagine will be located on stand 2.A15.

For more information, visit