The European Commission has approved the proposed advertising JV between Mediaset, ProSiebenSat.1 and TF1.
In a statement the EC said the proposed JV raised no competition concerns in view of its very limited impact on the structure of the continent’s digital video advertising market.
The three private broadcasters are establishing in equal shares the European Broadcaster Exchange (EBX) to address the demand for pan-European video campaigns at scale.
At the beginning, the focus will be on programmatic video campaigns, which involves the automated and data-based management of digital advertising purchases and sales. At the same time, the joint venture marks the start of a strategic collaboration to drive forward the technological development of online advertising.
The new company will be headquartered in London. The company’s own sales team will be formed in addition to an automated trading platform for digital video advertising. The agreement is subject to approval by European competition authorities.
