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Sinclair, Imagine partner on advertising platform

Pair look to accelerate the adoption of ATSC 3.0

Sinclair Broadcast Group and Imagine Communications have partnered to develop a new, next-generation advertising management platform to provide broadcasters with the ability to “effectively exploit the potential of the new monetisation opportunities of ATSC 3.0 digital television technology”.

The pair will work together on business process systems for traffic, ad sales and data analytics that allow for unit- and impression-based buys. Sinclair will consult on technical and business requirements ahead of the launch and it will conduct beta testing for both ATSC 1.0 and 3.0 models.

The companies stated that they anticipate this collaboration will help to accelerate the adoption of ATSC 3.0 by giving broadcasters the advertising management tools that “enable them to fully realise the sales opportunities afforded by a multiservice delivery model”.

“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, Sinclair.

“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.”

Sarah Foss, chief product officer, advertising management solutions, Imagine, 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.

“It’s a win-win for both companies — and, ultimately, the North American broadcast market.”