PANEL DISCUSSION
Market Reality Check:
Trading the Total TV Audience
Unifying traditional and digital ad sales
Recorded at TV of Tomorrow (TVOT) 2025
This panel, hosted by Imagine Communications at TV of Tomorrow (TVOT) 2025, brings together leading experts from TVBeat, Google Ad Manager, Video Advertising Bureau, and datafuelX to explore how broadcasters and advertisers can bridge the gap between traditional and digital trading models.
Discover how the industry is moving toward a unified, audience-first approach that promises better reach, simpler transactions, and improved ROI for buyers and sellers alike.
CM is a flexible, cost-effective system for growing television operations. The comprehensive suite of modular and scalable rights, sales, scheduling, and media management solutions enables broadcasters to drive productivity and revenue with the tools to automate and manage your daily operations, allowing you to focus on the business of broadcasting.
As TV audiences fragment across traditional, streaming, FAST, and on-demand platforms, advertisers are asking for more than spots or impressions — they want to buy audiences.
What you’ll learn
Why audience-based trading matters
Understand the limitations of today’s spot-based and impression-based systems and how a single audience currency can change the game.
Global trends in converged TV buying
Learn how markets like Scandinavia, United Kingdom and Australia are leading the shift, with 90% of campaigns already sold as total audience buys.
Technology enablers for success
See how data unification, AI-driven forecasting, and automated workflows make holistic buying and selling possible.
Breaking down silos in sales teams
Hear how broadcasters are restructuring to deliver integrated audience campaigns across traditional and digital platforms.
Emerging standards and metrics
Discover how eCPM and unified measurement are bridging the gap between spots, impressions, and audience guarantees.
What’s next for converged TV
Explore the role of ATSC 3.0 and future innovations that promise a fully addressable, outcome-driven TV advertising ecosystem.
Listen to the session replay
Get a market reality check on the future of Total TV trading — where buying audiences, not spots, defines success.
Speakers
Steve Reynolds
Chief Executive Officer,
Imagine Communications
Robert Farazin
CEO & Founder,
tvbeat
Inderpreet Sandhu
Global Head of CTV Partner Development & Growth,
Google Ad Manager
Howard Shimmel
Board Member,
datafuelX
Ben Vandegrift
VP, Measurement Solutions & Innovations,
VAB
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