Virtual Minds, a renowned adtech specialist within ProSiebenSat.1 Media, has achieved a significant milestone by completing the technical integration of Media Manager into RTL Deutschland’s TV playout system. This integration creates a crucial technical infrastructure that allows Ad Alliance to make RTL Deutschland’s linear TV accessible through programmatic means. This development is not only a major step forward for Ad Alliance but also for the #AdTechMadeInEurope initiative.

Revolutionizing TV Advertising with Programmatic Integration

Technical Integration: Bridging the Gap between Linear and Digital TV

Virtual Minds and RTL Technology have come together to seamlessly merge Media Manager into RTL Deutschland’s TV playout system. This integration marks a turning point in the advertising landscape, enabling Ad Alliance to offer advertisers the ability to reach RTL Deutschland’s extensive linear TV audience programmatically. It provides a unified platform that combines the reach of traditional TV with the precision and efficiency of digital advertising.This technical feat allows advertisers using Virtual Minds’ Active Agent DSP to plan and purchase RTL Deutschland’s brand-safe TV reach according to digital logics. Initially, this takes the form of a programmatic guaranteed deal, providing advertisers with a reliable and targeted way to reach their desired audiences. With the ability to address 24 target groups in real time, advertisers can ensure that their campaigns are precisely targeted and reach the right people at the right time.

Combining Reach and Precision: Unleashing New Advertising Opportunities

RTL Deutschland’s potential reach of around 63 million viewers is now combined with the precision and efficiency of digital advertising. This opens up new possibilities for advertisers, especially those with a digital mindset. For example, launch partner Agentur Neun is producing the first PLTV campaign for their client from the non-governmental organization (NGO) sector, demonstrating the potential for traditional TV to reach new audiences through programmatic means.Advertisers can choose between two different inventory packages and different ad lengths, providing them with flexibility and customization options. Real-time data is at the heart of this integration, enabling automated purchasing, planning, and delivery of TV campaigns. By using data supplied by AGF and the HbbTV data of TV sets connected to the internet, advertisers can optimize their campaigns and ensure that the right message is played to the right target group at the right time. This not only leads to 100 per cent target-group billing but also achieves valuable scatter gains.

Advancing the Video Advertising Market: A Collaborative Effort

Frank Vogel, Managing Director of Ad Alliance, emphasizes the significance of this development. He states that the datafication of linear TV is the latest stage in the digital transformation of television and a key building block in their CrossOver Evolution strategy. Establishing PLTV is essential for the cross-genre future, allowing video inventory to be booked in a truly holistic way from a single provider. The adtech cooperation between RTL Deutschland and Virtual Minds has enabled this groundbreaking step to be taken much faster, allowing them to accelerate their efforts and get started with their first test advertiser.Tom Peruzzi, management spokesman and CTO of Virtual Minds, adds that the implementation of ‘Adtech made in Europe’ is making great strides and has now taken concrete shape. Advertisers can now programmatically purchase and optimize traditional TV advertising on all major private broadcasters in Germany based on standardized technology. The highly professional and goal-oriented collaboration between the technical teams at RTL Deutschland and Virtual Minds has delivered a standardized market solution quickly, offering new and innovative opportunities for traditional TV advertising and advancing the video advertising market as a whole.