RTL and The Trade Desk ink addressable tie-up
The Trade Desk and RTL have unveiled a partnership enabling the programmatic buying of ad space on connected and linear broadcast devices beginning in Europe’s major markets on the opening day of the Cannes Lions Festival of Creativity.
Global advertisers can soon purchase ads on the pan-European broadcaster’s video marketplace and on broadcasts across 30 million households in Austria, France, Germany and Spain via its international sales arm RTL AdAlliance using the demand-side platform.
The duo has dubbed the launch the “first step towards integrated programmatic TV buying,” offering advertisers access to properties from RTL Deutschland, Atresmedia and M6 using a combination of the DSP plus the broadcaster’s ad server and its supply-side platform Smartclip.
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Source:: Digiday
