By Jonathan Easton

RTL Group has announced a partnership with Amobee to strengthen its ad-tech business in continental Europe with a new joint-venture company.

RTL and Amobee will form a jointly owned sales and service company called TechAlliance. The new company will combine the ad-tech services of Amobee and Smartclip in Europe.

For the new company, Amobee will gain exclusive programmatic access to the addressable TV inventory of broadcasting partners from RTL Group and Smartclip. Smartclip meanwhile will provide specialist supply-side solutions, such as its supply-side platform (SSP), TV data management engine and addressable TV suite.

TechAlliance will also leverage the advertising technology solutions of Yospace, which was acquired by RTL Group in 2019.

CEO of RTL Group, Thomas Rabe said: “Addressable TV advertising offers huge growth potential for European broadcasters. The newly formed TechAlliance is a landmark partnership towards seizing this opportunity. It gives European broadcasters and streaming services access to a technology solution which allows them to combine the high reach and brand safety of linear TV with the targeting solutions of digital advertising. The TechAlliance will set market standards in the European TV industry, giving advertisers and media agencies seamless access to our premium video inventory.”

CEO of Amobee, Nick Brien said: “Amobee’s collaboration with RTL Group to form TechAlliance is a pioneering example of our companies’ complementary business strategies: to bring buyers and sellers closer together through mutually-beneficial solutions and technologies that allow for a thriving independent ecosystem.”