Hawk DSP expands European CTV reach through smartclip SSP integration
Integration between Hawk DSP and smartx SSP enhances access to premium CTV and audio inventory across European markets.
Two days after the official announcement, the integration of Hawk DSP with smartclip's proprietary supply-side platform (SSP) marks a significant development in European programmatic advertising infrastructure. The technical collaboration, revealed on January 16, 2025, establishes a direct connection between the demand-side and supply-side platforms, enabling broader access to premium Connected TV (CTV) and audio inventories.
According to RTL Group documentation, smartclip operates as the adtech development unit of RTL Group, which maintains a significant presence across six European countries. The integration provides programmatic buyers using Hawk DSP with access to RTL AdAlliance's Total Video portfolio, encompassing inventory from one of Europe's largest broadcast networks.
The technical implementation creates a direct pathway between Hawk's demand-side platform and smartclip's supply-side platform, smartx. This connection facilitates programmatic transactions for premium inventory across multiple formats. The integration addresses the growing fragmentation in European digital advertising by connecting discrete technological systems.
According to Mehdi Aroussi, Senior Director Global partnerships at Azerion, the collaboration expands their CTV ecosystem. The integration particularly emphasizes access to RTL AdAlliance's portfolio, indicating a focus on premium European broadcast inventory.
The announcement comes at a significant moment in Hawk's development timeline. Founded in 2013 by digital advertising experts Hakim Metmer and Renaud Biet, Hawk has undergone several technical expansions. The company established its research and development center in Montpellier in 2014, staffed by 45 engineers. This technical foundation supported their 2018 launch of a self-service DSP platform.
Smartclip's technical infrastructure spans multiple European locations, with offices in Hamburg, Berlin, Munich, Düsseldorf, Cologne, Gütersloh, Amsterdam, and Paris. The company's technology is specifically engineered for European broadcasters and publishers, reflecting the distinct requirements of these markets.
The integration builds upon Hawk's previous technical developments. In 2020, Hawk expanded its platform capabilities to include Digital Audio and In-Game inventories, following earlier integrations with mobile, Digital Out-of-Home (DOOH), and CTV formats. This technical progression demonstrates the platform's evolution toward comprehensive omnichannel capabilities.
Gloria Eichler, Chief Product Officer at smartclip, emphasized the European-centric nature of both platforms. The integration enables broadcaster and publisher partners with premium inventory to leverage additional buy-side relationships, potentially increasing the efficiency of programmatic transactions in the European market.
The collaboration between these platforms reflects broader trends in European digital advertising technology. RTL Group, as documented in their corporate materials, operates 60 television channels, seven streaming services, and 36 radio stations. Their streaming services include RTL+ in Germany and Hungary, Videoland in the Netherlands, and M6+ in France, representing significant digital inventory now potentially accessible through this integration.
This technical development occurs within the context of Azerion's broader market presence. Founded in 2014, Azerion (EURONEXT: AZRN) maintains commercial operations across 26 cities globally. The company's Amsterdam headquarters reflects its European origins, while its listing on Euronext indicates its position in the European financial markets.
The integration's timing coincides with increasing focus on programmatic access to premium video inventory, particularly in the CTV sector. RTL Group's position as Europe's leading free-to-air broadcaster group provides context for the significance of this technical integration in the European advertising technology landscape.
These developments reflect the continuing evolution of programmatic advertising technology in Europe, with particular emphasis on connecting premium broadcast inventory with programmatic demand. The integration represents a technical solution to the challenges of fragmentation in European digital advertising markets, while maintaining focus on premium inventory access and technological efficiency.