RTL AdAlliance introduces AdManager for European video campaigns
New self-service platform aims to simplify access to premium video inventory across multiple European markets.
RTL AdAlliance, the international advertising division of RTL Group, has officially launched its new AdManager platform. According to an announcement made on March 6, 2025, just three days ago, the self-service advertising solution provides agencies and brands with streamlined access to digital TV and video inventory across multiple European markets.
The platform, developed in collaboration with DanAds, enables advertisers to independently manage and execute Total Video campaigns with complete flexibility and control. This launch represents a significant development in the European advertising technology landscape, offering simplified access to premium broadcaster inventory.
The new AdManager platform connects advertisers to European audiences through premium video content. According to RTL AdAlliance, the platform delivers "efficient, intuitive and incredibly easy to use" capabilities for executing Total Video campaigns across multiple markets.
This self-service tool empowers advertisers to manage campaigns independently with full flexibility and control, tailored to specific needs. As stated in RTL AdAlliance's official announcement, the platform offers "scalable reach and measurable impact" across European markets.
The company emphasizes that AdManager provides "access to Europe's top-tier broadcasters and video publishers" in "100% brand-safe video environments." This focus on premium content environments differentiates the offering from other programmatic solutions in the market.
The platform will offer the "Big Screen Media Collection" in Germany, Italy, Spain, Nordic countries, and France. This provides advertisers with unified access to premium broadcasters and connected TV providers across these territories.
The AdManager platform integrates RTL's inventory alongside other premium broadcasters. According to French media publication The Media Leader, "L'AdManager de RTL AdAlliance permet aux agences et aux marques de cibler leur audience en utilisant l'inventaire publicitaire des diffuseurs premium tels que RTL Deutschland, Discovery en Allemagne, Viaplay en Finlande ainsi que les principaux acteurs de la TV connectée."
This partnership approach enables the platform to offer substantial reach across markets. RTL AdAlliance claims significant scale with "77 million active Smart TV sets" and "40 million monthly BVOD users" accessible through the platform.
Campaign management capabilities
AdManager offers advertisers complete control throughout the campaign process. The platform enables users to create, manage, and monitor their advertising campaigns across RTL's media portfolio with real-time adjustments and performance tracking.
The platform simplifies campaign creation through a five-step process:
- Choosing channels and placements based on campaign objectives
- Setting budget parameters to determine impression delivery
- Targeting audiences through various segmentation options
- Uploading or creating ad creatives within the platform
- Making payments and launching campaigns through a streamlined checkout process
According to RTL AdAlliance, the platform provides "easy adjustment" capabilities, allowing advertisers to "see live data from your campaign performance, optimize your targeting, update your creatives or pause campaigns as you see necessary."
The system also features automated reporting with daily, weekly, or monthly updates sent directly to advertisers' email accounts. This reporting functionality enables continuous optimization throughout campaign flights.
Advanced audience targeting
A key differentiator for the AdManager platform is its integration with RTL's proprietary audience targeting solution. According to The Media Leader, "L'AdManager de RTL AdAlliance fonctionne en synergie avec smart Audiences, le produit de ciblage de RTL AdAlliance, qui exploite les caractéristiques de visionnage et des indicateurs démographiques pour créer des groupes d'affinités."
These "Smart Affinities" enable advertisers to target specific audience segments across the platform's inventory. Examples of available audience segments include:
- Food Enthusiast: Defined as "someone who has a passionate and enthusiastic appreciation for food, often seeking out for new culinary experiences, ingredients or drinks"
- Luxe Maven: Described as "a person who embodies style and elegance and exudes luxury and opulence in every aspect of life"
- Pet Fanatic: Characterized as having "a deep affection and emotional connection with animals"
This audience-based approach allows advertisers to reach specific consumer segments across multiple publishers and markets through a unified buying platform.
Market positioning and competitive context
RTL AdAlliance positions AdManager as "the best media package for all international advertisers, big and small." This suggests the platform aims to serve both major global brands and smaller advertisers seeking European market access.
The emphasis on self-service functionality represents an evolution in RTL's advertising technology strategy. By offering programmatic access to premium inventory that was previously available primarily through direct sales channels, RTL is adapting to changing advertiser expectations around campaign automation and control.
The platform appears designed particularly for cross-border European advertising campaigns. In the registration form for beta access, potential users are specifically asked "Are you running campaigns across multiple European countries?" This indicates a focus on multinational advertising requirements.
Early industry response has been positive. Ken K. Yu, identified as "Programmatic Adtech | SaaS DSP | Ex Amazon & RTB House," commented on LinkedIn that he "Saw this at NVF London. Fantastic!" RTL AdAlliance responded: "glad you liked it! Europe rocks!"
The platform was also highlighted at industry events prior to its official launch, indicating RTL AdAlliance's efforts to build awareness within the advertising technology community before the public announcement.
The AdManager platform is powered by DanAds, suggesting RTL has partnered with an existing self-service advertising technology provider rather than building the entire solution in-house. This partnership approach may have enabled faster time-to-market while leveraging specialized expertise in self-service advertising technology.
The platform offers various campaign formats across both connected TV and digital video environments. According to RTL AdAlliance, these options range "from linear and Addressable TV to online video and more" to help advertisers "optimise the impact of your advertising."
The launch of AdManager represents part of a broader trend toward greater programmatic access to premium video inventory. Traditional broadcasters have historically been cautious about opening premium inventory to programmatic buying channels, but this launch indicates growing comfort with self-service approaches when properly managed.
The platform also reflects the continued importance of broadcaster video on demand (BVOD) in the European market. By emphasizing connected TV and premium broadcaster environments, RTL AdAlliance is positioning its inventory as a brand-safe alternative to user-generated content platforms.
Timeline
- March 6, 2025: Official announcement of RTL AdAlliance AdManager
- Prior to launch: Platform demonstrated at industry events including NVF London
- Present: Platform currently offering Beta Access to interested advertisers
- Future: Expected expansion of "Big Screen Media Collection" across European markets
As the digital advertising ecosystem continues to evolve, this launch positions RTL AdAlliance as a significant player in the European programmatic video advertising landscape, offering advertisers simplified access to premium broadcaster inventory across multiple markets.