A new alliance – The Trade Desk

It was announced on the RTL Beach at the Cannes Lions that we have partnered with The Trade Desk.

This exciting news means: International advertisers can gain exclusive programmatic access to the addressable linear and connected TV inventory of RTL AdAlliance. This new video marketplace connects the self-service, cloud-based platform of The Trade Desk and the full stack capabilities of the broadcaster ad server, and SSP of smartclip. Transactions on the marketplace are fully respectful of the GDPR rules for addressable linear TV & Video streaming advertising. It is first being launched across Germany, Spain, France, and Austria; with more European markets to follow soon.

The Trade Desk is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach.

We are big believers in collaboration, so this partnership with The Trade Desk to expand the programmatic buying infrastructure for linear TV advertising across Europe. In a first step towards integrated programmatic TV buying, the partners enable the programmatic buying of addressable TV spot replacements and in-program L-shape ads within linear broadcast TV across Germany, Spain, France, and Austria in addition to the growing reach in connected TV streaming environments

International advertisers can now reach over 30 million unique households on major European TV channels from RTL AdAlliance’s addressable TV inventory. Among many more, channels of RTL Deutschland, Atresmedia in Spain, and M6 in France are part of the available portfolio

“At The Trade Desk, we believe in a future where all TV advertising will be data-driven and addressable. While more consumers are shifting to streaming TV content, there is also an opportunity to make linear TV addressable. Our partnership with RTL AdAlliance enables us to drive this change by giving advertisers the tools to buy even more addressable TV inventory including CTV in Europe. We’re excited to see how this partnership opens more opportunities for everyone in the ecosystem as the TV marketplace continues to evolve.”

“This is the next level towards a more integrated European TV advertising ecosystem, that serves the needs of advertisers and keeps broadcasters in control of their own data. Broadcast TV remains an integral part of the European media landscape. Almost 70 % of Europeans watch linear broadcast TV daily, according to our latest The New Life of the Living Room research. Viewers in Europe spend over 50 % more time watching broadcast TV than US viewers. In over two years, we have successfully established a programmatic Advertising-Funded Video on Demand and Broadcaster Video on Demand marketplace. In The Trade Desk, we have a partner that shares our values and goal to also transform broadcast TV advertising from a one-to-many marketing environment to one-to-one targeting. HbbTV-based linear addressable TV has greatly innovated TV advertising over the past years in Europe. Now we can add the programmatic offering at scale — our goal is to establish a complete programmatic TV solution.”

The Trade Desk and RTL AdAlliance will enable international advertisers to programmatically book targeted addressable TV banner ads within the TV program and replace linear spots. 

Current and future media partners will have access to the largest international supply network across the globe — with local teams in 13 countries to connect brands to European living rooms. We are very excited about our future work with the Trade Desk.

The Trade Desk and RTL AdAlliance will enable international advertisers to programmatically book targeted addressable TV banner ads within the program of broadcast TV channels and replace linear spots. Through programmatic ad break booking, individual spots can then be placed into predefined positions within the linear ad break digitally.

Current and future media partners will have access to the largest international supply network across the globe — with local teams in 13 countries to connect brands to European living rooms. We are very excited about our future work with the Trade Desk.