Operative and Imagine Communications Partner to Bring Interoperability and Open Architecture to TV Media
Media Companies Gain Audience-Centric Sales Capabilities With Partnership That Unifies and Automates TV Media Sales and Execution
NEW YORK, April 25, 2022 (GLOBE NEWSWIRE) — Responding to the demand for more flexible, open architectures in AdTech systems, Imagine Communications and Operative announced today they have entered into a solutions partnership agreement. The agreement combines key pieces of Imagine’s portfolio, OSI, XG Linear, GamePlan and the newly announced SureFire with Operative’s AOS and OnAir platforms. Combining the strengths of both companies will enable media companies to optimally plan, sell, and execute advertising in an audience-centric manner across all digital and linear properties from a unified, cloud-native platform.
The partnership unlocks transparency and control for TV media companies, paving the way for alternative measurement and buying currencies similar to digital, with companies including Sinclair as customers of the combined offering.
This partnership between ad tech companies allows media companies to consolidate assets across their portfolios, reduce manual work and deliver on cost-savings initiatives while improving responsiveness to media buyers’ needs. Specific capabilities include bidirectional order data flows, ongoing synchronization of orders and campaign performance, and real-time inventory management.