Broadband TV News: RTL and Telekom expand addressable TV partnership

Story from Broadband TV News:

Deutsche Telekom and RTL Deutschland are strengthening their cooperation in the field of technology for linear TV advertising.

As part of a new agreement, RTL Deutschland’s ad server will be connected to Telekom’s advertising platform, MagentaAdSolution, a key technical requirement for the further development of personalised advertising offers within the linear TV services of RTL’s channel family.

With this partnership, RTL Deutschland can significantly expand its reach in addressable TV (ATV). The offering, which allows greater flexibility for delivering personalised adverts in conjunction with programmatic advertising, is set to launch in 2025, according to the German broadcaster. The technical implementation will be carried out in cooperation with service provider Nowtilus/Equativ.

“Our partnership with Deutsche Telekom is an important cornerstone of our technological growth strategy. Together, we are creating the basis for innovative, personalised advertising experiences on linear TV,” said Andre Prahl, Chief Distribution Officer at RTL Deutschland, adding that the agreement “marks a milestone for our ATV activities.”

Dr Jörg Richartz, Vice President of TV Marketing and Management at Telekom Deutschland, said: “With RTL, we have a strong partner at our side who perfectly complements our ambitions in the ad-funded media world. This creates a future-proof ecosystem for addressable advertising that combines reach and relevance in real time – to the benefit of both our customers and advertising partners.”

Earlier this year, RTL Deutschland and Telekom had already extended their comprehensive partnership until at least 2030, under which streaming service RTL+, remains an integral component of nearly all MagentaTV packages. RTL+ includes over 55,000 hours of content, featuring series, live sports, reality formats and other entertainment programmes, alongside documentaries, journalistic reporting, and news coverage.