LONDON, UK — It was already a significant European TV player, now RTL Group’s advanced advertising division is building out an array of streaming TV viewing and measurement services.
RTL AdAlliance this year made structural changes designed to boost that capability.
In this video interview with Beet.TV, Stéphane Coruble, CEO, RTL AdAlliance, explains how the company has come together.
Growing demand
“The acronym ‘TV’ means total video, as a matter of fact,” Coruble says. “It’s about streaming, it’s about video. We definitely need to see this industry as a whole and to bring video or total video to our clients and to make it very simple to buy.
“There’s a growing demand for cross-screen measurement. And I think the whole industry is trying to find solutions.
“There’s no one size fits all in Europe, but I think at local level, we are moving the needle in order to make sure that we are comparing and we are able to measure what’s going on.”
New alliances
Luxembourg-based pan-European RTL Group owns RTL Television whose footprint is significant, including RTL Television in Germany, M6 in France, the RTL channels in the Netherlands, Belgium, Luxembourg, Croatia, Hungary, and Antena 3 in Spain, not to mention the Fremantle content business.
It had already operated AdConnect, a video marketplace platform to represent premium inventory across linear TV and VOD, built on SpotX and Smartclip, both of which RTL acquired in recent years in addition to VideoAmp and Clypd.
In 2022, the outfit announced it would merge three units, “to provide international advertisers with simplified access to a unique portfolio of media brands across TV, digital video, radio/audio, online, mobile and print”:
- RTL AdConnect
- G+J I|MS
- SmartClip’s media division
Enhancing alliance
Coruble explained the offering further.
“SmartClip technology is an ad server, it’s an SSP,” he said.
“We also have companies like Yospace that can bring additional capabilities, especially when it comes to dynamic ad insertion.
“We bought a new company last year in France called Realytics – it’s an attribution company. In France, Realytics has developed a DSP as well that is available for the French market in order to buy programmatic TV.”
You’re watching Beet.TV’s coverage of The Future of TV Advertising Global forum, filmed in London, December 2022. For more videos from this series, please visit this page.
