Deutsche Telekom has agreed a cooperation with the French ad tech company Equativ for target group-specific advertising.
From mid-2024, the German telco wants to enable addressable TV on TV devices using its domestic TV platform MagentaTV.
As a first step, Equativ subsidiary Nowtilus will provide large TV broadcasters with a solution to market advertising programmatically and selectively on MagentaTV. The open platform Serverside.ai, which can be integrated into MagentaTV, will be used for this purpose. The ads will be shown on linear TV channels, FAST Channels and live sports, including MagentaSport.
To further expand this business in Germany, Deutsche Telekom has involved its corporate venture unit T.Capital and the majority shareholder of Equativ, the private equity firm Bridgepoint, in the initiative to maximise the strategic value for all parties involved.
“Addressable TV is a growth driver for MagentaTV outside of our core business. With our Magenta Ad Solutions, we will enable major broadcasting groups such as RTL Deutschland and ProSiebenSat.1 to target their advertisers’ TV spots on MagentaTV in a way that optimally reaches their target groups. Our partner Nowtilus is a central building block in our technical infrastructure for addressable TV. The fact that we are now underpinning our commitment with a strategic investment in the parent company shows how convinced we are of their solutions,” said Jörg Richartz, Vice President Marketing at Deutsche Telekom.
