Your Audience, Your Money: Reaggregation on Your Terms

By 2030, TV advertising revenue and audiences will be significantly fragmented across platforms, screens and ecosystems. While research shows that nearly 60% of video advertising dollars will still be spent on linear TV, that means 40% will be spent over everything else. And broadcasters can’t afford to leave money on the table.

Outsourcing digital monetization is fast becoming a budget-busting approach. The key to success is figuring out how to efficiently reaggregate and monetize an increasingly fragmented audience. Leading media companies such as Hearst and Graham Media Group are moving toward a converged selling approach that combines the quality and brand safety of linear with the speed and precision targeting of digital.

In this 2021 TVB Forward Conference session, panelists discuss lessons learned and opportunities of converged selling and platforms in the real world.

Moderator: Phil Kurz, Contributing Editor, TVTech


  • Catherine Badalamente, VP & Chief Innovation Officer, Graham Media Group
  • Al Lustgarten, SVP, Technology and Information Services, Hearst Television
  • Brad Herman, SVP, Product Management, Ad Tech, Imagine Communications
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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.