Deutsche Telekom And RTL Deutschland Intensify Cooperation
The companies are expanding their strategic technology partnership for addressable TV.
Deutsche Telekom and RTL Deutschland are strengthening their cooperation in the field of technology with the aim to jointly create the basis for setting new standards in linear TV advertising. As part of a new agreement, RTL Deutschland’s ad server will be connected to Telekom’s “Magenta Ad Solution” advertising platform – a key technical requirement for the further development of personalized advertising offers within the linear TV services of RTL Deutschland’s family of channels. RTL Deutschland announced that this cooperation significantly expands the company’s reach in addressable TV (ATV), which is used to play out advertising tailored to the individual user in the regular TV programming via the TV set connected to the Internet. The service, which allows greater flexibility for delivering personalized ad spots in conjunction with programmatic advertising – i.e., the algorithm-controlled purchase and sale of TV advertising – is set to launch this year. The technical implementation is carried out in cooperation with the service provider Nowtilus/Equativ, the two companies announced in a joint statement.
“Milestone for our ATV activities”
“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. “The new agreement marks a milestone for our ATV activities and contributes directly to our ‘SHINE 2030’ strategic agenda.” Jörg Richartz, Vice President 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.”
At the beginning of this year, RTL Deutschland and Telekom had already extended their comprehensive partnership until at least 2030, under which Germany’s most successful streaming service RTL+ remains an integral component of nearly all Magenta TV packages (BENET reported). RTL+ includes over 55,000 hours of content, featuring award-winning series, attractive live sports, reality and entertainment highlights, alongside high-quality documentaries, journalistic reporting, and comprehensive news coverage and information offerings.
