September 6, 2023

FAST solution seamlessly offers direct and programmatic ad sales and placement

Imagine Communications and Amagi, media advertising and free ad-supported streaming television (FAST) leaders, unveil an innovative FAST monetization solution for direct inventory sales, debuting at IBC2023 (15-18 September, RAI Amsterdam). This partnership pioneers ad monetization transformation for FAST by integrating Imagine Communications’ SureFire™ video ad server with Amagi’s THUNDERSTORM dynamic ad insertion platform. The solution empowers FAST providers to enhance ad revenue through direct sales placements alongside programmatic and offer advanced, broadcast-quality ad serving.

In an era where FAST companies and broadcasters launch channels with programmatic pipelines as the backbone of their monetization strategy, the industry is experiencing a paradigm shift. As audience engagement flourishes, the potential of direct sales inventory emerges ― offering substantial opportunities for premium sponsorships and advertising collaborations, which in turn lead to higher revenue streams, while simultaneously reducing programmatic costs. This dynamic presents an enticing prospect for the industry.

Imagine Communications and Amagi emerge as trailblazers with a transformative approach. The latest iteration of Imagine Communications’ SureFire, a broadcast-quality ad server, introduces an intuitive user interface (UI) that perfectly complements the Amagi SaaS suite. The combined solution empowers FAST providers to seamlessly manage and serve direct-sales bookings to be dynamically served in FAST services.

At IBC2023, Imagine will unveil the new SureFire UI, which offers simplified workflows for targeted ad campaigns and user-friendly tracking dashboards, catering to both buy and sell-side users. Amagi’s FAST customers can establish their direct sales operation with ease, inviting advertisers and sponsorship partners to upload their ads seamlessly. With these ads placed on channels using broadcast-quality standards, connectivity to programmatic demand sources remains unaltered.

Once direct orders are in place, SureFire takes the reins, providing optimal ad-decisioning using its broadcast-quality rules ― seamlessly integrating with Amagi’s THUNDERSTORM server-side ad insertion (SSAI) platform. Baskar Subramanian, Chief Executive Officer and Co-founder of Amagi, articulated the transformative potential of this collaboration, stating, “Our partnership with Imagine Communications underscores our commitment to empowering customers with solutions that amplify their monetization strategies. The introduction of direct sales tools within the FAST landscape is poised to usher in a new era of revenue optimization.”

Tom Cotney, Chief Executive Officer at Imagine Communications, shared his perspective, stating, “Incorporating SureFire’s new user interface for easy direct ad sales operations complements Amagi’s suite, enriching FAST customers’ revenue by offering direct sales, as well as programmatic monetization capabilities.”

As the media landscape evolves and viewer engagement redefines consumption patterns, the collaboration between Imagine Communications and Amagi leads the charge in innovation. Witness the transformative capabilities at the upcoming IBC2023 show in Amsterdam, where Imagine Communications (2.A15) and Amagi (5.A81) will showcase the fusion of direct sales tools with dynamic FAST monetization.

For further insights into Imagine Communications and its portfolio of innovative products, please visit To explore the cutting-edge solutions and technologies offered by Amagi, visit

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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.