Virtual Minds, the adtech subsidiary of ProSiebenSat.1, and smartclip, the adtech development unit of RTL Deutschland, have integrated their platforms. This allows broadcasters to use data for video campaigns across various channels, including classic linear TV, addressable TV (ATV), connected TV (CTV), and online video.
This "One DMP" approach lets broadcasters run convergent video advertising campaigns, targeting specific audiences across platforms while ensuring brand safety. Media agencies and advertisers now have simple digital access to video inventories, allowing for precise campaign planning, booking, and ROI tracking. This includes real-time optimization for classic TV, harmonized playout, targeting, and reporting.
The "One DMP" approach offers detailed digital audience segments for linear TV advertising, starting with ATV and expanding to online video. The Adex's ID-neutral cross-device technology utilizes data from various identity management providers while complying with data protection regulations. “We are moving closer to achieving our goal of establishing an open and consistent technology stack that enables media owners to independently manage access to their ad inventory. We’re excited to launch the first shared adtech offer. Our ‘One DMP‘ is now available to all broadcasters in Europe who want to use a combined solution from both tech providers, with the assurance that all data flows are secure and in compliance with data protection regulations,” said Thomas Servatius, Co-CEO of smartclip.
Tom Peruzzi, management spokesman and CTO of Virtual Minds, added: “By integrating The Adex with the smartx adserver, we’ve bridged the gap between the digital and classic TV worlds, laying the foundation for convergent video campaigns. Moving forward, we will build on this foundation, with additional control and optimisation solutions from our technology portfolios to provide fully programmatic TV advertising.”
RTL Deutschland and ProSiebenSat.1 are the first to use this integrated technology. International rollout is planned for the coming months.