Advertising capabilities that utilise the monetisation opportunities of the new broadcast standard, ATSC 3.0, are key elements of this new service.
Sinclair Broadcast Group, Inc. (SBG) and Imagine Communications are collaborating on an advertising management software platform designed to provide broadcasters with the ability to exploit the potential of the new monetisation opportunities of ATSC 3.0 digital television technology, the release stated.
The agreement allows SBG to play a critical role in the development of Imagines next-generation business process systems for traffic, ad sales and data analytics that allow for unit- and impression-based buys. SBG will provide oversight in the product development process through its business insights, technical and business requirements and industry expertise to help ensure the platform will address the capabilities of new advanced advertising models, the release stated. In addition, SBG has committed to a rollout of beta testing for both ATSC 1.0 and 3.0 models, helping to ensure that solutions are applied to the new platform that accommodate the overall broadcast industry.
Imagine Communications xG platform is a modular, next-generation advertising management solution that is designed, the company claims, to enable broadcasters and other media companies to maximise the value of commercial airtime and optimise the efficiency of their business to sell either by traditional unit-based models or impression-based models that can be effective across all delivery platforms, including linear, nonlinear, on-demand and mobile.
ATSC 3.0 provides broadcasters with a rich palette of IP-based service offerings that enhance and complement our over-the-air capabilities, said Del Parks, CTO of SBG. Our development partnership with Imagine will ensure that we maximise the monetisation opportunities these new capabilities that an IP delivery model offers by utilising business systems that provide precise targeting and geographical positioning across all distribution and consumption models.
Commenting on the collaboration, Sarah Foss, Chief Product Officer of Advertising Management Solutions at Imagine Communications said: SBG is a major champion of broadcast innovation across technology and business processes. This agreement provides both Sinclair and Imagine with a unique opportunity to bring the capabilities of our ad management solutions, including zone-based targeting and dynamic ad insertion, that have gained market leadership among MVPDs to the broadcast realm.