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# Virtual Minds pitches an interoperability layer for total TV
- URL: https://fabric.media/virtual-minds-pitches-an-interoperability-layer-for-total-tv/
- Published: 2026-09-17T15:27:16.000Z
- Updated: 2026-09-17T15:27:16.000Z
- Description: German ad tech firm Virtual Minds is building a layer to connect linear and CTV sales silos rather than replacing broadcasters’ existing systems.
- Author: Fabric.Media Editorial
- Tags: Ad-tech, Tim Cross-Kovoor, Total TV needs new operating model op-ed

**Why it matters.** Broadcasters that layer AI onto still-siloed linear and CTV systems risk scaling operational defects rather than fixing them, Deyerl warns.

*Signal from* [*videoweek.com*](https://videoweek.com/?ref=fabric.media) *·* [*Tim Cross-Kovoor*](https://fabric.media/tag/by-tim-cross-kovoor/) *·* [*read the original*](https://videoweek.com/2026/09/16/from-cannes-to-dmexco-why-total-tv-needs-a-new-operating-model/?ref=fabric.media)*.*