This blog was coauthored by Dan Murray, Product Marketing Manager, Imagine Communications, and Raul Vecchione, Senior Partner Solutions Architect, AWS.

With shifting market dynamics, streaming connected TV (CTV) services are becoming increasingly ad supported. To optimize the monetization of ad-supported streaming, media companies are looking to effectively deploy and use addressable advertising solutions that facilitate audience targeting and support regionalization for efficient inventory use through a scalable and agile architecture. TV advertisers, which have growing expectations for ad placement control and the broadcast quality of linear TV, might withhold their campaigns from streaming services that do not offer the same level of control.

What if addressable CTV monetization had the same best practices as linear TV?

When media companies enhance addressable monetization by using the same controls as linear TV, advertisers can be comfortable running the same campaigns across linear TV and CTV, resulting in a common experience for the advertiser, publisher, and viewer. And of course, more advertisers results in more revenue for media companies.

SureFire, a new cloud-native video ad server built on Amazon Web Services (AWS) by AWS Partner Imagine Communications, is designed for addressable CTV and includes the controls, rules, and quality to provide a linear-like experience. Examples of linear-like control include content rules and restrictions, competitive separation, frequency controls, and maximum views, as well as the program schedule and content knowledge to facilitate TV-quality ad decisions on a per-viewer basis.

SureFire operates on AWS, and this blog post describes how to deploy it with AWS Elemental MediaTailor, a channel assembly and personalized ad insertion service, to provide a scalable, addressable CTV monetization solution with the benefit of linear-like ad decisioning control.

To read the full blog, head over to our partner AWS now.

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portatif of Steve Reynolds


Steve Reynolds

Steve Reynolds is President of Imagine Communications, a global leader in multiscreen video and ad management solutions that broadcasters, networks, video service providers and enterprises around the world rely on to support their mission-critical operations.

Steve brings 25 years of technology leadership in the video industry to Imagine Communications. He has served as the CTO at Imagine Communications and Harris Broadcast, Senior Vice President of Premises Technology at Comcast, Senior Vice President of Technology at OpenTV, and CTO at Intellocity USA.

Steve earned a MS in Computer Engineering from Widener University and BS in Computer Science from West Chester University. As the Chairman of the AIMS Alliance and a member of SMPTE and SCTE, he has participated in numerous standards-making bodies in the cable and digital video industries. Steve also holds over 40 patents relating to digital video, content security, interactive television and digital devices.