TF1 taps Smart Ad-Break from Synchronized

French broadcaster TF1 has tapped ad tech specialist Synchronized, to integrate the latter’s Smart Ad-Break service, which automates and optimises ad placement. 

The Smart Ad-breaks service enables content owners to automatically identify the optimum placement for ad breaks in a video, whilst maintaining content integrity and the user experience according to Synchronised.

The service, which is already in live production on MyTF1 and TF1’s linear channels, sits alongside Synchronized’s Smart Thumbnail offering which automates thumbnail creation. Both services enable TF1 to automate its editorial workflow.

Yves Bouillon, Deputy Director, TF1 Media Factory, said, “There is clearly a need for innovative and reliable automation of these repetitive manual editorial tasks, but it is essential that the user experience is maintained. Synchronized has already helped TF1 greatly with the installation of Smart-Thumbnails, and as a natural process we are now adding Smart Ad-breaks to further automate our editorial workflows.”

Thomas Jacques

Guillaume Doret, CEO, Synchronized, said: “Smart Ad-breaks is a groundbreaking and efficient service that is becoming ever more relevant as the amount of ad-based content continues to grow. Ensuring that ads can be placed automatically in positions that preserve and enhance the user experience is key for scalability and ROI, as clearly recognized by our partner TF1.”

Separately, TF1 has upped technology director Thomas Jacques to the group’s executive committee.

Jacques has been responsible for the redeployment of TF1’s infrastructure in the cloud and has been particularly active in the digital transformation of the group’s advertising activities.

“I know I can count on Thomas’s managerial qualities, he ability to generate team spirit and his great expertise and experience in leading technology projects. I wish him the greatest success in the pursuit of his career within the leadership,” said CEO Gilles Pélisson, to whom Jacques will report.