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Let's be frank. Today, media companies are struggling to adapt. The TV ad landscape is shifting fast. Viewers are scattered across platforms: traditional TV, connected TV, and VOD. Your operations teams are busy juggling separate ad tech workflows for each method.

I’ve spoken with many industry professionals. They feel the strain of this fragmentation. A glaring issue? Premium CTV inventory fails to command the high CPMs it deserves when sold separately from traditional TV ads. Keeping separate linear and digital ad ops is costly. It also complicates managing cross-platform campaigns. It's akin to running two separate businesses under one roof.

However, there’s an obvious solution. Adopt a Total TV mindset with an ad tech platform designed to handle multi-platform distribution: linear, CTV, and VOD. It provides a unified, consolidated workflow across ad sales, traffic, optimization and audience. This enables advertisers to buy campaigns across your combined inventory. 

The Benefits are Substantial

  • Unlock premium CTV CPMs by packaging that high-value inventory alongside traditional linear buys. No more undervaluing your CTV content. 
  • Offer unified linear and CTV ad campaigns that advertisers increasingly demand. No more splitting buys across disparate teams and tools. 
  • Capture additional revenue streams. Maximize inventory value by making money from your entire audience across all platforms. 
  • Consolidate teams, eliminating redundant processes and systems for major operational cost savings. 
  • Leverage unified viewership data for advanced ad pricing, placement, and audience targeting optimizations. 
  • Stay future-proofed as new viewing methods emerge. Update one unified ad tech stack instead of fragmented silos. 

The Importance of Unified Ad Tech to Maximize Value and Profitability in a Fragmented Media Landscape

Transformational change is always challenging. But media companies still separate linear and streaming ad ops. They are leaving money on the table and using costlier models. These business models will fall behind as viewer fragmentation speeds up. 

The Total TV approach is key. By leveraging a unified ad tech platform it maximizes the value of your premium CTV content. It also streamlines operations and satisfies advertisers’ demands. Ultimately, it will increase profitability in this converged media landscape. 


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Unified Ad Tech Maximizes Value and Streamlines Operations

Monetize Across Linear & Digital

At the heart of the Imagine Ad Tech platform is powerful campaign and inventory management combined with intelligent broadcast quality ad decisioning. Easily add rights, scheduling, sales, billing, optimization, measurement, and a full suite of third-party integrations to streamline your advertising workflow.

June 12, 2024 - By Dan Murray
Product Marketing Manager - Ad Tech
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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.