Green light for d-force

August 21, 2019

07.08.2019, Germany, Mediengruppe RTL Deutschland

Federal Cartel Office approves “d-force” joint venture between Mediengruppe RTL Deutschland and ProSiebenSat.1.

Green light for “d-force”, the pioneering joint venture between Mediengruppe RTL Deutschland and ProSiebenSat.1. The Federal Cartel Office approved the plan on Monday 5 August 2019. Advertising clients will now be able to reach their target groups with addressable TV and online video much more easily: via an automated platform operated by Mediengruppe RTL Deutschland and ProSiebenSat.1.

Matthias Dang, Managing Director of Ad Alliance and Chief Commercial, Technology & Data Officer at Mediengruppe RTL Deutschland says, “Home-produced content is our core skill – especially for the digital market. So, we are even more delighted that our advertising clients can now book these premium, 100% brand-safe offerings via standardised technology. With this move, we are investing in a growth market, offering a real alternative to international Tech platforms.”

Thomas Wagner, Chairman of the Board of SevenOne Media says, “We are delighted that we have had the green light from the Federal Cartel Office, enabling us to drive it forward with Mediengruppe RTL at full throttle. Booking addressable TV and video campaigns will be a lot more attractive and simpler for advertising clients, and a new growth market is opening up for us.”

The offering from d-force and the demand-side platform (DSP) will provide powerful reach into the German market in the fast-growing and extremely popular advertising segments of addressable TV and online video – one-stop technology and an offering that doesn’t mind whether audiences and users need to be reached on TV or online. At the same time, this strategic partnership between the two media houses is boosting their independence from global tech platforms.

The market for addressable TV and online video in Germany is forecast to be in the single-digit euro billion range by 2022. Around 18 million TV devices in German-speaking regions are already accessible to addressable TV, and therefore tailored advertising. The basis of the partnership is the Active Agent demand-side platform, part of the Virtual Minds Group owned by ProSiebenSat.1. Mediengruppe RTL Deutschland and ProSiebenSat.1 each have a 50 per cent share in d-force


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