The launch of AdManager by RTL AdAlliance powered by DanAds – the only ad sales platform focused on audiences from Europe’s leading broadcasters and video brands
• A major step for the advertising industry, giving advertisers a simplified gateway to pre-curated premium ad packages across multiple pan-European media channels
• The AdManager by RTL AdAlliance guarantees total video campaign strategies through easy media buying by enhancing scalable reach and measurable impact for advertisers of all sizes
• By simplifying access to ATV, CTV, BVOD and streaming inventories, the ad sales platform is paving the way for self-serve innovation in broadcast TV buying
Luxemburg/Hamburg – 06 March 2025: The AdManager by RTL AdAlliance powered by DanAds, is the self-service platform launched and operated by the international media sales house of RTL Group. This newly created platform gives international advertisers, who previously faced barriers in accessing premium, brand-safe video inventory, direct, scalable entry to video content by some of the most demanded European broadcasters and media brands.
With the same comfort advertisers know from social ad buying and without any additional fees, AdManager by RTL AdAlliance lets agencies and brands segment ad inventory from premium broadcasters such as RTL Deutschland, Discovery in Germany, Viaplay in Finland as well as leading CTV players like Rakuten or Samsung TV+.
The platform is gradually rolling out its entire media collection of Big Screen media brands from Germany, Italy, Spain, the Nordics and France. Advertisers of all sizes can leverage a high-quality media offering seamlessly integrated across all channels – by facilitating different KPIs to target specific European audiences effectively. Brands can easily create, manage and monitor advertising campaigns on a premium digital portfolio, track their performance and make adjustments in real-time, ensuring their ads are reaching the right audience.
Within the storefront, advertisers and agencies can select between curated media packages compiled to reach clearly defined audiences within corresponding media environments. All packages can be customised to further distinguish target markets, media portfolios and audiences. Advertisers can address specific audiences and attune campaigns to premium entertainment segments for special occasions, capitalising on festivities, world-class sports events and cultural moments across several markets at once.
The AdManager by RTL AdAlliance synergises with smart Audiences, the signature targeting product of RTL Group’s international sales house, leveraging viewing affinities and demographic signifiers to curate affinity groups tailored to advertisers’ needs. Sales teams of all local RTL AdAlliance offices provide consultancy to brands and agencies before and during onboarding as well as after the launch; through a seamless integration with the adserver smartx from RTL Group’s adtech business smartclip, the entire buying process is automated.
The AdManager by RTL AdAlliance is designed to evolve collaboratively with advertising partners to continuously adapt to market needs and create new opportunities for smooth, efficient and data-driven media buying. With 77 million active smart TV sets, 40 million monthly BVOD users and access to over 5,000 web properties, the self-service platform is set to become the premier entry point to European audiences for advertisers.
This AdManager by RTL AdAlliance is developed together with DanAds, the leading provider for customisable and scalable self-serve ad tech infrastructure to serve European- specific needs.
“Today, advertisers and agencies have a fundamental need for simplicity in European media buying. By introducing the AdManager by RTL AdAlliance, we take a significant step to make navigating through our total video universe in all European markets as simple as possible, providing key information, guidance for media planning and buying: Reach the audiences you want, pay only for what has been delivered, and access all relevant campaign information with just a few clicks.
We are putting our premium content from leading broadcasters in Europe, CTV and video publishers into the spotlight, making it easier for our clients to grasp the high-quality media offer across all channels and plan impactful campaigns in one location. Our ad manager aims to set new standards to truly represent broadcasters and video publishers and serve as a supportive buying tool for advertisers by combining premium video inventory with sophisticated user data and targeting technology.” Oliver Vesper, CDO and Deputy CEO RTL AdAlliance.
“RTL AdAlliance’s Ad Manager is a great example of how self-serve technology can streamline ad buying and uncover new opportunities for efficiency and scale. They simplify access to diverse inventory and provide advanced targeting capabilities, their platform empowers advertisers to reach their desired audiences with greater precision and impact. We’re confident that this initiative will drive significant growth and innovation in the European AdTech landscape. “ Peo Persson, COO & Co-founder DanAds
