Imagine Communications, a leading provider of cutting-edge ad tech solutions for TV broadcast, has unveiled a groundbreaking partnership with Google Ad Manager that promises to reshape the landscape of converged TV advertising. This strategic alliance empowers broadcasters and TV operators to seamlessly offer cross-platform advertising campaigns while ensuring consistent ad placement across all delivery methods, whether it’s traditional linear TV, over-the-air broadcasts, or internet-streamed CTV (Connected TV). Furthermore, this partnership introduces innovative programmatic capabilities that complement direct ad sales, optimizing yield and streamlining ad sales processes.
The evolving media industry has brought forth a need for synergy between traditional linear TV’s direct sales and the dynamic world of programmatic sales in streaming CTV. Imagine Communications and Google Ad Manager are set to bridge this gap effectively.
Imagine leverages its SureFire™ video ad server to introduce ad routing to Google Ad Manager, enabling media companies to harness Google Ad Manager’s streaming demand management capabilities for both direct and programmatic advertising across various deal types, including Direct Sold/Programmatic, Private Marketplace Deals, and RTB (Real-Time Bidding). This integration empowers broadcasters and TV operators to efficiently allocate ad inventory and maximize fill rates while maintaining a high-quality viewing experience. This holistic approach enables broadcasters to provide premium ad placements across diverse platforms, with the programmatic element driving effective yield optimization.
Rob Malcolm, General Manager of Ad Tech at Imagine Communications, expressed the company’s commitment to expanding cross-platform ad management solutions. He highlighted the goal of unifying TV ad sales and delivering the qualities advertisers appreciate in traditional Linear TV to CTV platforms. The partnership with Google Ad Manager exemplifies this commitment as they aim to revolutionize not only direct ad placement but also introduce programmatic capabilities to adapt to the evolving media landscape.
This exciting partnership announcement aligns with the upcoming IBC2023 trade show, where industry professionals and leaders will have the opportunity to witness firsthand the expansion of Imagine’s ad management innovation, coupled with Google Ad Manager’s programmatic expertise.
