Collaboration streamlines workflows for converged linear, streaming and on-demand ad campaigns

Imagine Communications, a leading provider of ad tech solutions for TV broadcast, announces a significant advancement in its partnership with Google Ad Manager. This collaboration is central to Imagine’s strategy of developing converged linear, streaming, and video on-demand (VOD) solutions across both live and non-live content, accelerating the industry’s transitional shift toward Total TV.

The partnership between Imagine Communications and Google Ad Manager bridges the gap between traditional linear TV sales and dynamic programmatic sales in the expanding digital landscape. The latest collaboration integrates Imagine’s widely used Landmark™ Sales ad-management platform with Google Ad Manager, enabling a seamless, converged linear and digital monetization workflow. The integration allows media companies to manage all business operations in a central solution while monitoring campaigns across platforms as they work towards a future state of holistic optimization across all media. The new collaboration will debut at IBC2024 (13-16 September, RAI Amsterdam, stand 1.B73).

“The future of a sustainable and profitable advertising business lies in Total TV — a converged model that reaggregates viewership across multiple platforms,” said Rob Malcolm, general manager of Ad Tech at Imagine Communications. “Our partnership with Google Ad Manager is a key component of this strategy, going beyond simple API integration. We are working closely with Google Ad Manager to deliver the best possible integration and immediate, tangible benefits for our mutual customers.”

This new, bidirectional integration allows campaigns to be entered into Landmark Sales and sent securely to Google Ad Manager with all relevant details, including campaign headers, order lines, targeting criteria, delivery, impression targets, and rates, while respecting user privacy. Media companies can efficiently manage various campaign types — such as video, display, and programmatic guaranteed/direct — while also revising campaigns originating from Landmark Sales and retrieving delivered impression data from Google Ad Manager for campaign pacing and billing.

As a result of the new integration, Landmark Sales customers gain enhanced visibility across linear and digital platforms, including web, internet-streamed Connected TV (CTV), and VOD, enabling them to establish more uniform workflow practices for cross-platform campaigns, reporting, billing, and master data management.

This advancement expands on a previous partnership initiative where Imagine connected its SureFire video ad server to Google Ad Manager, enabling media companies to manage both direct and programmatic ad sales seamlessly within Google Ad Manager, regardless of the deal type.

Media professionals can experience Imagine’s and Google Ad Manager’s new collaboration firsthand at the upcoming IBC2024 trade show in Amsterdam. Imagine will also participate in an exclusive pre-IBC event showcasing innovative integrations with leading tech providers who are partnering with Google Ad Manager to deliver differentiated, scalable monetization solutions.