April 6, 2023

Real-time inventory avails and log times via TIP open APIs enhance efficiency and transaction speed

With a longstanding commitment to industry standards and easy integrations across its technology portfolio, Imagine Communications continues to streamline automated advertising transactions for local TV broadcasters via flexible, open ad tech architectures through its latest advances in support of the TVB TIP (TV Interface Practices) Initiative.

Imagine has been an active vendor partner with TIP, the media industry group promoting open interfaces to streamline local broadcast TV ad transactions, since 2018. The company was an early adopter of TIP interfaces in its widely deployed OSI™ Traffic and Billing system and has continued to implement TIP API support in line with market readiness and paced by the availability of compatible third-party systems.

“Imagine is proactively aligned with the TIP mission, because we listen to our customers who tell us that the only way to rapidly move toward the audience-based, cross-platform future of TV is through open standards and easy-to-use models for integration,” says Rob Malcolm, general manager of ad tech for Imagine Communications. “We take a modular approach to traffic systems and have made a significant investment in developing all the open APIs that customers and partners will need to integrate systems and modernize the ad tech stack.”

Imagine’s continuing enhancements to the OSI system will enable broadcasters to use TIP APIs to achieve the following benefits:

  • Automated log times: The addition of automated log times via TIP API increases operational efficiency, accelerates tracking of advertising campaigns and drives monetization.
  • Real-time inventory avails: Enhanced inventory avails, including real-time updates via TIP API, speed transactions and sales system visibility, accelerating time to market.
  • Streamlined integration: Enhanced TIP API support makes it easy to access and integrate with third-party Order Management Systems (OMS).

Malcolm adds, “Our ongoing TIP implementations will enable customers to speed transactions, reduce admin tasks and errors, and maximize interoperability — easing the migration to new transaction models such as audience-based and cross-platform sales.”

OSI Traffic & Billing enables North American television, cable and radio channels, networks and groups to manage mission-critical operations efficiently, profitably and with unparalleled control. The modular solution provides easy-to-use, powerful tools for traffic, accounting, and yield management — and closes the loop with simple, powerful integrations with playout automation, dynamic ad insertion and other operational systems.

“The ecosystem of broadcasters, cable operators, agencies and our technology providers continue to synchronize increased automation of the local media ecosystem across television and video,” says James Southern, president of Frontrow Advisory and program leader of the TIP Initiative. “Imagine Communications’ accelerated adoption of TIP interfaces demonstrates their commitment to an open, standards-based approach for the efficient transaction of broadcast TV spot inventory.”

Find more information about the benefits and access the open standard on the TVB.org website.

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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.