ITV has chosen Imagine Communications’ Landmark Sales solution to improve the broadcaster’s advertising management.
The deal extends Imagine’s longstanding relationship with the ITV.
Earlier this summer the broadcaster completed an upgrade to the more advanced Landmark II system, allowing it to better manage linear airtime sales across its advertising ecosystem. The implementation leverages existing API-based touch points that have been developed by Imagine for key ITV systems, streamlining the integration of Landmark II into the ITV advertising technology platform and wider linear ecosystem.
Landmark II enables media companies to create and deliver efficient ad sales campaigns across platforms. According to the company, Landmark can maximise revenue and control operational costs across linear, on-demand, linear addressable and web or display platforms through efficient use of airtime, comprehensive business data insights and a suite of automated tools.
Jill Kerslake, ITV director of sales operations, said: “Imagine has demonstrated a keen understanding of our needs and how its technology can help us take advantage of new opportunities. Key for us in this upgrade process was that it was a smooth transition to Landmark II with minimal interruption to our work, and the new, more flexible system is already proving valuable.”
“ITV’s forward-thinking technical strategies have contributed to its leading position amidst change and growth in the UK television market,” said Rob Malcolm, senior vice president of global sales, ad tech, for Imagine Communications. “We look forward to working with ITV to help them maximise the operational and business advantages of Landmark II as we continue to fine-tune our highly automated and tightly integrated sales solutions to more efficiently address evolving advertising models.”