RTL Group has acquired UK-based digital video distribution company Yospace to deliver better-targeted advertising across premium streaming environments.
The deal looks to complement RTL Group's adtech stack, namely SpotX, as both Yospace and SpotX focus on the premium streaming segments of video on demand and live video streamed to internet-connected devices.
Bert Habets, chief executive officer of RTL Group, said the acquisition is an important step to building out the company's total video portfolio.
"First, we gain a competitive, fully integrated and profitable solution which is key to further grow our ad-tech business. Our goal is to continue expanding SpotX into a leading, independent monetisation platform for broadcasters, video on demand services and publishers.
"Secondly, this acquisition will also help build local streaming champions in the markets where we have strong families of channels. The Yospace technology makes advertising on streaming services more personal, which means a better consumer experience for superior monetisation of our premium advertising inventory."
The deal is worth $33m and is expected to close on 1 February.
RTL Group will look to leverage Yospace's server-side dynamic ad insertion capabilities, which allow for the replacement of existing commercials from a broadcast stream with more targeted and personalized ads.
"This new relationship with RTL Group will not only allow us to extend our customer base to all entities of the biggest European broadcast and video network, but RTL Group is also fully committed to support the further roll out of our services to bring more innovative products to media owners around the world," said Yospace chief executive officer, Tim Sewell.
Yospace customers currently include BT Sport, TV4, ITV, and Seven West Media.
Under the terms of the agreement, RTL Group will appoint three of five members to the Yospace board. Sewell and chief technology officer David Springall will continue to run day-to-day operations at Yospace.