ProSiebenSat.1 and RTL join forces in Adtech, challenging US tech giants

German media giants ProSiebenSat.1 and RTL Deutschland are joining forces in the advertising technology (adtech) space, aiming to create a robust European alternative to dominant US players.

This collaboration, dubbed Adtech made in Europe, will combine the strengths of their respective adtech companies, Virtual Minds and Smartclip, offering advertisers seamless campaign management across linear TV, smart TV, and streaming platforms like Joyn and RTL+.

This partnership marks a significant move towards reducing dependence on US tech giants in the German advertising market. By establishing a unified technology stack, the companies aim to simplify campaign planning, booking, and execution for advertisers.

Additionally, cross-platform data will enable optimized ad placement across various platforms, including programmatic access to linear TV. This innovative approach targets new, digitally savvy customers accustomed to a unified online and TV advertising experience.

This initiative goes beyond just a partnership. It paves the way for an open adtech ecosystem in Europe, allowing broadcasters and publishers to showcase their inventory through standardized adtech offerings, attracting new customers and further bridging the gap between TV and online video. Following its launch in the DACH region (Germany, Austria, and Switzerland), rapid expansion into other European countries is planned.

Both companies have long recognized the importance of investing in adtech, particularly as TV undergoes digital transformation. The collaboration leverages their existing technology infrastructure, with Virtual Minds and Smartclip forming the technical backbone. Artificial intelligence (AI) will further enhance efficiency and campaign effectiveness, making cross-platform TV advertising more accessible and attractive for advertisers and agencies.

This partnership follows two successful joint ventures: d-force and the Addressable TV Initiative (ATVI). It signifies a crucial step in transforming their core businesses and adapting to the increasing need for automation and programmatic solutions in TV advertising.

The companies plan to begin implementation soon, aiming to create the necessary interfaces in the second half of 2024. This will allow advertisers and agencies to book their first cross-genre campaigns leveraging the combined inventories of Seven.One Media and Ad Alliance using the unified adtech platform.