Virtual Minds, the adtech subsidiary of ProSiebenSat.1, and smartclip, the adtech development unit of RTL Deutschland, have completed the server-to-server integration of The Adex, Virtual Minds’ data management platform (DMP), with smartclip’s smartx ad server.
This integration paves the way for broadcasters to leverage data for the integrated delivery of video campaigns across all video channels – including classic, linear TV, addressable TV (ATV), connected TV (CTV), and online video. Through this “One DMP” approach, broadcasters can deliver convergent video advertising campaigns reaching targeted audiences according to digital logics across multiple platforms while ensuring brand safety.
Today media agencies and advertisers expect simple and efficient, digital access to all video inventories and channels – including linear TV – in order to consistently plan, book, and track video advertising campaigns and their ROI with precision, according to the companies. This includes real-time optimisation for classic TV, harmonised playout, targeting, and reporting logics.
With the “One DMP” approach, broadcasters can now offer detailed digital audience segments for linear TV advertising, initially through ATV and soon through online video. By leveraging the ID-neutral cross-device technology of The Adex, the data from all relevant identity management providers can be utilised while ensuring compliance with data protection regulations.
“We are moving closer to achieving our goal of establishing an open and consistent technology stack that enables media owners to independently manage access to their ad inventory. We’re excited to launch the first shared adtech offer. Our ‘One DMP‘ is now available to all broadcasters in Europe who want to use a combined solution from both tech providers, with the assurance that all data flows are secure and in compliance with data protection regulations,” said Thomas Servatius, Co-CEO of smartclip.
Tom Peruzzi, management spokesman and CTO of Virtual Minds, added: “By integrating The Adex with the smartx adserver, we’ve bridged the gap between the digital and classic TV worlds, laying the foundation for convergent video campaigns. Moving forward, we will build on this foundation, with additional control and optimisation solutions from our technology portfolios to provide fully programmatic TV advertising.”
RTL Deutschland and ProSiebenSat.1 are currently the first broadcasters in Europe to implement the integrated technology offering from smartclip and Virtual Minds in their TV environments. International rollout is scheduled for the coming months.
