Leading German media groups ProSiebenSat.1 (P7S1) and RTL Deutschland are joining forces in advertising technology (adtech).

The partnership will bring together the content and services from P7S1’s Virtual Minds and RTL’s Smartclip adtech companies so that advertisers can run campaigns spanning the two partners’ platforms. These range from linear TV to smart TV advertising, as well as campaigns on the groups’ Joyn and RTL+ streaming platforms.

1. German adtech. Carsten Schwecke, CEO of Seven.One Media (c)RedSevenEntertainment

Carsten Schwecke, Seven-One Media

Source: RedSevenEntertainment

Both companies said the cooperation will make the German advertising market and the groups themselves less dependent on the adtech provided by US tech giants.

By establishing a consistent technology stack, the groups said that advertisers and agencies will benefit from easier campaign planning, booking and playout. For the first time, digital and linear video reach will be optimised by cross-platform data, and linear TV will be made widely available on a programmatic basis.

This will mean that campaigns via addressable TV (ATV), connected TV (CTV) and linear TV can be measured in a uniform way and also booked ahead.

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Following the launch of the partnership in the DACH region (Germany, Austria and Switzerland), there are plans to expand into other European countries.

In terms of implementation, the individual technology components of the adtech companies will be technically linked to each other.

Carsten Schwecke, CEO of Seven.One Media said: “By cooperating in this way, ProSiebenSat.1 and RTL Deutschland are laying the foundations for full-stack adtech that is made in Europe. Both companies invested in advertising technology early on, with the most effective medium, TV, undergoing a process of comprehensive digitalisation. In the future, technology based on artificial intelligence (AI) will further improve the efficiency of linear and digital advertising. This will make booking innovative, cross-platform TV campaigns easier and more efficient for both advertisers and agencies.”

Matthias Dang, Chief Commercial, Technology and Data Officer at RTL Deutschland, said: “As both media and technology groups, we want to closely align our strengths. Through this cooperation, we’re rolling out our vision of a full adtech stack and offering our advertising partners a reliable alternative to international tech providers. At the same time, it will help us stay in the driver’s seat when it comes to digitalising the total video approach and tackle rapid changes in the field of tech and data.”

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