Imagine Communications has improved the advertising trading workflow for local TV broadcasters by integrating advanced TIP (TV Interface Practices) APIs into its OSI Traffic and Billing system. This move aims to enhance operational efficiency, speed transactions, and facilitate better integration with third-party systems.
TIP API Enhancements
The company has been a partner in the TIP Initiative since 2018, adopting TIP interfaces early on in its OSI system. Recent enhancements include automated log times and real-time inventory avails via TIP APIs. These features are designed to streamline ad campaign tracking, accelerate sales processes, and reduce administrative tasks.
Benefits for Broadcasters
The updates will enable broadcasters to achieve several key benefits. Automated log times increase operational efficiency by speeding up the tracking of advertising campaigns and driving monetization. Real-time inventory avails provide quicker transaction speeds and enhanced sales system visibility, accelerating time-to-market.
Streamlined Integration
The improved TIP API support also simplifies integration with third-party Order Management Systems (OMS). This streamlined process facilitates the modernization of ad tech stacks, making it easier for broadcasters to adopt new transaction models such as audience-based and cross-platform sales.
Company Commitment
Rob Malcolm, general manager of ad tech for Imagine Communications, emphasizes that the company is aligned with TIP’s mission. “We listen to our customers who tell us that open standards and easy-to-use integration models are essential for the future of TV,” he says. Imagine’s ongoing efforts in this area demonstrate its commitment to an open, standards-based approach.
Expert Perspective
James Southern, president of Frontrow Advisory and program leader of the TIP Initiative, highlights the significance of Imagine Communications’ advancements. “The ecosystem is moving toward increased automation across television and video,” he notes. “Imagine’s continued adoption of TIP interfaces supports efficient transaction processing for broadcast TV spot inventory.”
The OSI Traffic & Billing system, used by North American television, cable, and radio channels, networks, and groups, offers tools for traffic, accounting, and yield management. It integrates seamlessly with playout automation, dynamic ad insertion, and other operational systems.