ProSiebenSat.1, RTL Deutschland create joint venture | Ad Tech | News | Rapid TV News
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Aiming to boost addressable TV and online video, and with combined inventory available on a common demand side platform (DSP), Mediengruppe RTL Deutschland and ProSiebenSat.1 have entered into what they call a ground-breaking partnership.
ProSiebenSat1MediaAG 29May2019
The companies believe that their combined entity will allow them to control a platform for automated booking of addressable TV and online video, able to meet the demands of the advertising market, offering more choice and reach and drive long-term growth in the addressable TV and online video in Germany where the potential is expected to be in the single-digit Euro billions. In addition, Currently, around 18 million TV devices in German speaking territories are reachable by addressable TV providing the opportunity for individualised advertising.

Advertisers will be able to target relevant audiences in the area of addressable TV and online video across the complete portfolio of ProSiebenSat.1 and Mediengruppe RTL Deutschland, directly and individually. The portfolio includes the digital offerings of both media houses as well as third parties.

The technological basis of the new partnership is the demand-side platform Active Agent, which is part of the Virtual Minds, the ad stack of ProSiebenSat.1 Group. Using this platform, advertisers and agencies will be able to conveniently and programmatically book digital ‘total video’ campaigns. Both sales houses claim to be experiencing a significant and steady increase in the demand for addressable, high-reach campaigns and thus efficient targeting.

“Strong partnerships are crucial for success in the world of digital advertising,” said Matthias Dang, managing director of ad alliance and managing director of sales, technology, and data at Mediengruppe RTL Deutschland. “After having expanded Ad Alliance, this joint venture completes our ad tech stack on the demand side and is therefore a logical next step. Our core strength is our own content and we now work in a world where TV stands for Total Video. The fact that we can now make these high-quality and 100% brand-safe environments bookable via a uniform technology offers the market a strong solution and a real alternative to international tech platforms.”

The partnership is subject to approval by Germany’s Federal Cartel Office (Bundeskartellamt).