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Entertainment Industry Insights Entertainment Marketing: Movies, TV, Music and Gaming

Meet RTL AdAlliance, the new international total media champion for advertising sales

RTL Adconnect


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July 6, 2022 | 4 min read

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In recent years, and especially through the pandemic, we have seen that media consumption has changed and diversified. While studies show that we are spending more time than ever in our living rooms watching TV, we are also often switching fluidly between formats and platforms, or engaging with two screens simultaneously. It is paramount for advertisers that media planning is adapting to this new normal and these new viewing habits.

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RTL Group is the largest entertainment company across broadcast, streaming, content and digital

RTL AdAlliance has been formed as an answer to these new market trends, and as a solution for the market needs of advertisers and media companies in Europe and across the world. During the Cannes Lions International Festival of Creativity in June 2022, the name RTL AdAlliance was announced for the new company that will result from the merger of RTL AdConnect, G+J iMS and the media and sales division of Smartclip. It will be the only European sales house to offer advertisers national and international cross-media campaigns out of one hand.

Let us look a little bit closer at the current market challenges, which RTL AdAlliance was created to tackle. The diverse European and international markets are currently without a single point of contact for publishers and advertisers, there is a lack of efficient planning and tracking of campaigns leveraging multiple media channels, and there is a growing control of large US technology companies that are building walled gardens over their digital environments. Orchestrated cross-device campaigns and unified buying across country borders are mandatory for modern media planning, but hardly available.

Additionally, RTL AdAlliance will provide a consolidated touchpoint for media and tech partnerships, and thus unites the requests of the advertising and publishing market under one roof, becoming the international total media champion for advertising sales.

This one-stop shop will offer unrivaled premium inventory that is accessible at a global scale to international and national clients, and includes leading media brands in digital, print, audio, online video and TV worldwide. We will enable simplified access to scalable total video campaigns, to European TV inventory, and storytelling opportunities combining digital and non-digital media. RTL AdAlliance will be the only international sales house that makes TV viewing data available for cross-platform targeting by digitizing TV advertising through addressable TV and leveraging linear TV viewing data across digital environments.

A KPI-driven approach to branding and performance will set RTL AdAlliance further apart, as audience-based buying, targeting and data are of utmost importance as they go beyond the current generic target groups.

Stéphane Coruble, incoming chief executive officer of RTL AdAlliance, said: “The new offering and our new name – RTL AdAlliance – reflect a strengthening of our customer focus and increase our agility to be more competitive with the global tech platforms. Our goals reflect and build upon the three priorities of RTL Group’s strategy: core, growth, and alliances and partnerships.”

RTL AdAlliance, a subsidiary of RTL Group (the largest entertainment company across broadcast, streaming, content and digital), is a leading one-stop advertising champion to deliver premium and unrivaled total media inventory at a global level for international and national advertisers and media buyers. It offers TV, BVOD, ATV, OTT, CTV, online video, audio and print – as well as cross-media inventory – under one roof, with a strong focus on making premium European inventory accessible in a simplified way.

RTL AdAlliance is the first address for publishers in Europe seeking adtech and supply services, as well as for global publishers that look out for reaching European users.

Current and future media partners get access to the largest international supply network across the globe – with local teams in 13 countries to connect brands into European living rooms.

Entertainment Industry Insights Entertainment Marketing: Movies, TV, Music and Gaming

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RTL Adconnect

RTL AdConnect connect advertisers to new channels, markets, platforms, audiences and international growth through the advanced strategic media solutions of its expert...

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