Observed Signal · Nov 4, 2026 · Opinion / Thought Leadership · Source: Virtual Minds News Monitor · Impact: 2/5 · Sentiment: Positive
Total TV Requires Interoperable Infrastructure, Says Virtual Minds
Virtual Minds, an AdTech company, published a thought leadership piece arguing that the vision of Total TV—integrating linear TV, Connected TV, and streaming into a unified advertising ecosystem—requires more than just strategic agreement; it demands a shared technological infrastructure. Max Deyerl, Business Development Manager, emphasizes that the challenge is operational: building an interoperable 'convergence layer' that connects existing linear and digital systems without standardizing them. He highlights the Austrian example where broadcasters within AGTT have used the Virtual Minds Media Manager since 2024 to enable dynamic TV Load optimization based on real-time Teletest 2.0 data. The article advocates for scalable, interoperable infrastructure to help European broadcasters compete with global streaming platforms. It positions Virtual Minds Media Manager as a solution for cross-channel campaign management, stressing that AI and data-driven automation necessitate integrated systems.
This is a thought leadership piece from Virtual Minds discussing the industry-wide trend towards Total TV convergence. It provides insights into the operational challenges and potential solutions, but is not a breaking news event. It is relevant to AdTech/CTV stakeholders for strategic understanding.
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Key Takeaways & Evidence Grounding
- Virtual Minds argues that Total TV requires an interoperable technological infrastructure, not just a shared vision.
- Since 2024, Austrian broadcasters within AGTT have used the Virtual Minds Media Manager as a common platform.
- TV Load enables dynamic, real-time optimization of linear TV ad blocks based on Teletest 2.0 data.
- Virtual Minds positions its Media Manager as a convergence layer connecting linear and digital advertising systems.
- The article emphasizes AI as a catalyst for closer system integration in video advertising.
Connected Companies & Entities
1 Entity mapped“Virtual Minds published the article and its Media Manager is positioned as the convergence layer solution.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Virtual Minds: Building Interoperable Operating Model for Total Video
Virtual Minds argues that true convergence between linear TV and CTV advertising requires an interoperability layer rather than replacing existing systems, preserving the strengths of each environment. Managing Director Ricarda Jebsen and Business Development Manager Max Deyerl highlight that while audiences already consume video seamlessly, planning and measurement remain siloed. The company cites progress in Austria, where broadcasters under JIC AGTT have adopted digital buying logic, CPMs, and real-time HbbTV signals (Teletest 2.0) to optimize linear TV via Virtual Minds' Media Manager. The approach aims to extend this model to all video channels, including mobile and DOOH, and emphasizes that AI will only improve workflows if data silos are integrated first. Virtual Minds advocates for industry-wide collaboration to establish common standards and avoid fragmentation, positioning its infrastructure as the solution for a converged 'Total Video' operating model.
Broadcasters Must Unify Inventory to Win Ad Spend
An interview with Dirk von Borstel, Managing Director at Virtual Minds, argues broadcasters must unify their linear TV and connected TV (CTV) inventory and ad propositions to win back ad spend migrating to other media. While CTV offers new opportunities, it lacks the scale to compete with major platforms on its own. German and Austrian examples show that effectively combining linear and CTV offerings enables broadcasters to better compete for ad budgets. The discussion also notes that tech companies can play a significant role in consolidating reach across broadcasters, underscoring the need for an integrated ad-tech stack. Filmed at TV Rise 2025 in Lisbon, the interview frames cross-channel strategy as a key driver of broadcaster monetization in a converging video ecosystem.
Tom Peruzzi takes over global publisher business at Adform
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