smartclip and Virtual Minds complete server technology integration

“Adtech made in Europe”: smartclip and Virtual Minds complete first trailblazing technology integration

HAMBURG / FREIBURG — Virtual Minds, the adtech specialist of ProSiebenSat.1, and smartclip, the adtech development unit of RTL Deutschland, have taken a significant step forward in the #AdTechMadeInEurope initiative with a 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 total video campaigns across all video channels — including classic, linear TV, addressable TV (ATV), connected TV (CTV), and online video. Through this unique “One DMP” approach, broadcasters can now deliver convergent video advertising campaigns that precisely and efficiently reach 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. 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, all while ensuring full compliance with data protection regulations.

Thomas Servatius, Co-CEO of smartclip, said: “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 compliant with data protection regulations.”

Tom Peruzzi, spokesperson of the management board and CTO of Virtual Minds, adds: “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.”

The two German TV houses, 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 specific TV environments. The international rollout is scheduled for the coming months.