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RTL, ProSiebenSat.1 announce advertising joint venture

Entire addressable TV and online video inventory of both companies will be available on a common demand side platform

The German arm of RTL and ProSiebenSat.1 have announced a joint venture that will enable advertisers to target audiences more accurately.

According to the two companies, the JV will run a single demand-side platform to manage automated ad sales, offering a single interface for buyers to manage their portfolio of adverts and identify the audiences they want to target. Each company will hold 50 per cent of the venture.

It will also help to “strengthen the technological independence” of both companies from the global tech platforms (aka Netflix and Amazon).

Matthias Dang, managing director of Sales, Technology, and Data at Mediengruppe RTL Deutschland said: “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 per cent brand-safe environments bookable via a uniform technology offers the market a strong solution and a real alternative to international tech platforms.”

Thomas Wagner, chairman of the Management Board of SevenOne Media added: “This joint venture is a milestone in the German advertising industry. We are creating a new standard for addressable TV and opening the way for intelligent and addressable reach. At the same time, we are simplifying the booking of combined addressable TV and video campaigns. Our advertisers have clearly signalled their need for approach.”