Uniting AdTech for Enhanced Video Campaigns

Benefits of the Integration

The integration paves the way for broadcasters to offer a seamless experience in delivering video campaigns. It allows for the efficient reach of targeted audiences across multiple platforms, including classic, linear TV, addressable TV (ATV), connected TV (CTV), and online video. With the 'One DMP' approach, broadcasters can now combine digital and classic TV worlds, laying a solid foundation for convergent video campaigns.

By leveraging the ID-neutral cross-device technology of The Adex, data from all relevant identity management providers can be utilized while ensuring full compliance with data protection regulations. This ensures that brand safety is maintained throughout the advertising process.

Smartclip's Perspective

Thomas Servatius, Co-CEO of smartclip, expressed excitement about moving closer to their goal of establishing an open and consistent technology stack. He emphasized that with the launch of the first shared adtech offer, broadcasters in Europe now have access to a combined solution from both tech providers. The 'One DMP' is available to all broadcasters, providing them with the assurance that data flows are secure and compliant.

This integration is a major step forward in enabling media owners to independently manage access to their ad inventory, giving them more control over their advertising operations.

Virtual Minds' Contribution

Tom Peruzzi, management spokesman and CTO of Virtual Minds, highlighted the significance of integrating The Adex with the smartx adserver. This integration bridges the gap between the digital and classic TV worlds, opening up new possibilities for programmatic TV advertising. Moving forward, they plan to build on this foundation with additional control and optimisation solutions from their technology portfolios.

The two German TV houses, RTL Deutschland and ProSiebenSat.1, are at the forefront of implementing this integrated technology offering. Their efforts are set to pave the way for an international rollout in the coming months, bringing the benefits of this integration to a wider audience.