The Federal German cartel office has given the go-ahead for the joint venture between Mediengruppe RTL Deutschland and ProSiebenSat.1 in the area of addressable TV and online video advertising.
With their move announced in June 2019, the two largest German commercial TV broadcasters want to gain more strength in the competition with US players such as Google, Facebook and Amazon.
The joint venture will enable advertising customers to reach their target groups more easily through an automated, uniform booking platform.
By 2022, the market for addressable TV and online video in Germany is expected to be in the single-digit euro billion range. According to RTL and ProSiebenSat.1, around 18 million TV sets in the German-speaking countries can currently be reached with addressable TV and thus targeted advertising.
The two media companies each hold 50% of the shares in d-force, the joint venture’s name.