RTL Group is launching a joint venture with Singtel that aims to make it easier for European broadcasters and streaming services with a platform that enables them to replace traditional ads online and on smart TVs with targeted, personalised advertising.
The jointly-owned sales and services company, TechAlliance, will combine operations from RTL’s ad-tech company Smartclip and Yospace with Singtel’s Amobee.
The agreement is subject to regulatory approvals and expected to close in the first quarter of 2022.
RTL Group and Amobee said they intend to align their product roadmaps to build an integrated ad-tech offering that unites the complementary strengths of their businesses.
“Addressable TV advertising offers huge growth potential for European broadcasters.,” said RTL Group CEO Thomas Rabe. “The newly formed TechAlliance is a landmark partnership towards seizing this opportunity. It gives European broadcasters and streaming services access to a technology solution which allows them to combine the high reach and brand safety of linear TV with the targeting solutions of digital advertising. The TechAlliance will set market standards in the European TV industry, giving advertisers and media agencies seamless access to our premium video inventory.
“RTL Group’s strategy is based on three priorities – core, growth, and alliances and partnerships. With RTL AdConnect, Bedrock and our new TechAlliance, we offer partnership opportunities to other European broadcasters in the areas of advertising sales, streaming technology and advertising technology – all based on the philosophy of bundling resources to establish open and neutral platforms. We are in advanced talks with several European broadcasters to scale up our international platforms, which complement our goal to lead in-market consolidation throughout Europe,” added Rabe.