Observed Signal · Sep 9, 2026 · Technical Release · Source: Virtual Minds News Monitor · Impact: 2/5 · Sentiment: Positive
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.
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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
5 Entities mapped“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...”
“Ricarda Jebsen is Managing Director of Virtual Minds, the AdTech specialist belonging to ProSiebenSat.1 Media SE.”
“She is also Managing Director of d-force, the joint venture between ProSiebenSat.1 and RTL Deutschland.”
“She is also Managing Director of d-force, the joint venture between ProSiebenSat.1 and RTL Deutschland.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
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