RTL and Amobee plan joint advertising venture
To strengthen its targeted advertising business on European television, RTL Group plans to set up a joint venture with U.S. advertising specialist Amobee.
The new company, called Techalliance, is to combine the offerings of Amobee and RTL subsidiary Smartclip, RTL announced in Luxembourg on Thursday. If the authorities approve the project, the marketing and service company will launch in the first quarter of 2022.
The Techalliance wants to give European TV broadcasters and streaming services the opportunity to broadcast advertising to viewers in a more targeted way. RTL CEO Thomas Rabe promises high reach and the ability to combine linear TV with digital advertising, according to the announcement.
According to the data, so-called addressable TV advertising is expected to grow to more than 500 million euros in revenue in Germany alone by 2025. RTL Germany wants to claim more than 200 million euros of this, although last year the company was still at less than 15 million euros. (SDA)
