In this session of the egta Outcomes Community, Marius and Anna from Virtual Minds gave the group a forward-looking tour of how operational optimization on linear TV and broadcasting inventory could evolve and eventually connect to outcomes, opening with European market data showing linear TV holding its ground even as social and CTV video spend accelerates. The session covered the perception gap around linear TV’s effectiveness despite strong saturation and ROI data, then moved into a demo of the Virtual Minds Media Manager, a system that references rather than hosts TV spots and communicates directly with playout centers to optimize and recommend campaign delivery while always preserving a fallback path. Discussion turned to whether the tool could eventually move beyond classic panel based social-demographic targeting toward real time and impact based optimization, with Virtual Minds acknowledging the logic but noting it still needs to link back to panel data today. The session closed with thanks to the presenters, a note that the next meeting will follow in six to eight weeks, and a mention of an upcoming senior executive academy on TV trading and pricing.