Adform And Rtl Adalliance Partner To Promote Performance And Transparency For Programmatic Addressable Tv Buying

Grounded in a shared approach to trusted media accessibility, global advertisers and local broadcasters, RTL AdAlliance and Adform collaborate initially in Austria, followed by a roll-out to more European markets. 

Adform, the most powerful and safe media buying platform, announces a new partnership with RTL AdAlliance, the international sales house of RTL Group, Europe’s leading entertainment company across broadcast, streaming, content, and digital. Bringing together RTL AdAlliance’s extensive reach of more than 30 million European households with Adform’s sophisticated programmatic technology, the partnership enables international advertisers to launch more targeted ATV campaigns.

For Adform’s global brand and agency partners, this will activate ATV banner ads on RTL AdAlliance’s inventory, including L-Shape formats that overlay a dynamic banner in the corner of the linear ad break. The partnership launches with a dedicated ATV collaboration in Austria, where Adform is among the select DSP partners to enable programmatic buying of RTL inventory. Additional markets will follow, with expansion into ATV video formats planned for early 2026.

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As advertisers seek greater control within increasingly fragmented TV environments, Adform and RTL AdAlliance are combining television’s traditional reach with the level of digital precision now expected. International brands and agencies stand to benefit from RTL AdAlliance’s extensive portfolio in Europe and from the insights provided by ATV to optimise campaigns across display, video, audio, and additional formats, ensuring genuine omnichannel efficiency. To further support activation, these audiences are being made available through the RTL AdAlliance audience solutions, enabling seamless cross-market deployment and consistent campaign performance.

Adform and RTL AdAlliance are delivering buying infrastructure combining automation, data-driven targeting, and scale with premium quality and trusted audiences. As European TV consumption continues to evolve, blending linear and streaming experiences, this step by both companies supports regional broadcasters to control their data while strengthening global advertisers’ direct relationships with viewers.

Dr. Oliver Vesper, Chief Digital Officer and Deputy Chief Executive Officer, RTL AdAlliance, comments: “With Adform, we’ve connected with a partner that supports our goal to build a transparent, privacy-first and data-driven TV marketplace that promotes trusted media environments. Their strong European foundation combined with the reach of RTL AdAlliance’s audience will accelerate ATV adoption and grant international brands and agencies even more access to our premium-quality portfolio of European media champions. As a result, we’re raising the bar for collaboration in Europe.”

Oliver Whitten, Chief Commercial Officer, Adform, adds: “This partnership is a defining moment towards simplifying national broadcast TV access for global brands and international advertisers in Europe. ATV is reshaping how global brands can now tap into local audiences, and we’re proud to partner with a fellow European industry leader to drive this transformation. Adform and RTL AdAlliance are extending people-based precision and setting the stage for automated linear TV buying.”

Adform is the most powerful and safe media buying platform in the world. With a 20+ year history of delivering service excellence and forward-looking technology, Adform enables major brands, agencies, and publishers to create, buy, and sell digital advertising globally. Having pushed the boundaries through augmented intelligence and an industry-leading identity solution, Adform has consistently changed the game for digital advertisers.

RTL AdAlliance – simplicity for advertisers and value for publishers.

The media sales house RTL AdAlliance, a subsidiary of RTL Group, unites premium content publishers under one roof for international brands to connect with European audiences. Combining the most successful broadcasting, publishing and adtech companies in Europe, RTL AdAlliance offers brands access to over 100 TV channels, 350 print publications and 5,000 premium web properties – with over 150 million daily TV viewers, 37 million Addressable TV households, and more than 4 billion online video ad impressions a month in one streamlined service – enabling unrivalled reach in Europe and beyond.

250 media sales experts all over the world provide dedicated support for successful international media campaigns. Advertisers gain simplified access to premium, brand-safe media space that reaches only the most engaged audiences. RTL AdAlliance also provides latest insights and innovations for the media world. In addition, RTL AdAlliance empowers publishers to make better use of their premium offering by leveraging smarter, simpler monetisation strategies, adtech solutions, developed in Europe, and dedicated media sales expertise.

Headquartered in Luxembourg and Hamburg, RTL AdAlliance has offices across Europe and North America.