Observed Signal · Sep 9, 2026 · Technical Release · Source: Virtual Minds News Monitor · Impact: 2/5 · Sentiment: Positive
CTV Market: 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.
The article provides strategic insight into the convergence of linear TV and CTV, a key industry trend, but it is a thought leadership piece rather than a breaking news event.
Key Takeaways & Evidence Grounding
- Virtual Minds proposes an interoperable convergence layer for linear TV and CTV integration, preserving strengths of each environment.
- Since 2024, AGTT/Teletest members in Austria use Virtual Minds Media Manager for dynamic linear TV optimization using CPMs and real-time HbbTV signals.
- Ricarda Jebsen is Managing Director of Virtual Minds and d-force, while Max Deyerl is Manager Business Development.
- The article was published on September 9, 2026.
- Virtual Minds envisions extending total video advertising to mobile and DOOH, emphasizing AI requires integrated data to avoid scaling defects.
Connected Companies & Entities
4 Entities mappedVirtual Minds
Supply-Side Platform (SSP)European full-stack adtech platform for programmatic advertising.
“In this article, Ricarda Jebsen, Managing Director at Virtual Minds, explores what it will take to turn the vision of Total Video into an op...”
ProSiebenSat.1
German media group spanning broadcast, streaming, advertising and digital subscriptions.
“Ricarda Jebsen is Managing Director of Virtual Minds, the AdTech specialist belonging to ProSiebenSat.1 Media SE....”
RTL.de
German digital media hub combining publisher content, streaming and ad sales.
d-force
Broadcaster-backed DSP for omnichannel and addressable TV buying.
“She is also Managing Director of d-force, the joint venture between ProSiebenSat.1 and RTL Deutschland....”
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