d-force
Broadcaster-backed DSP for omnichannel and addressable TV buying.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- d-force GmbH
- Entity type
- COMPANY
- Founded
- 2019
- Headquarters
- Ellen-Gottlieb-Straße 16, D-79106 Freiburg im Breisgau, Germany
- Company size
- 10–49
- Market role
- Media Sales House
- Official website
- d-force.tv
What d-force does
d-force operates a B2B adtech and services model. It provides programmatic media buying infrastructure centred on a DSP and specialised addressable TV capabilities, allowing agencies and advertisers to access aggregated broadcaster and open programmatic inventory through one commercial interface. Around that software layer, it offers consulting, innovation support and training that help customers implement, optimise and expand programmatic workflows.
Category differentiation
d-force is a German broadcaster-backed adtech joint venture and DSP, not a general digital agency or a standalone TV broadcaster. It should also be distinguished from global DSPs because its differentiation is tied to addressable TV and premium broadcaster access.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
d-force is a German adtech joint venture between ProSiebenSat.1 and RTL Group that provides a programmatic demand-side platform and related services for buying digital, video, audio, DOOH, connected TV and addressable TV advertising. Its core proposition is unified access to premium broadcaster and wider programmatic inventory, with a particular emphasis on addressable TV workflows, cross-publisher campaign execution and identity-supported targeting in a cookieless environment. The company makes money primarily by facilitating media buying through its DSP and addressable TV offering, likely through platform fees and spend-based take-rates on programmatic campaigns. It also sells consulting, implementation support, innovation services and training to agencies, advertisers, publishers and adtech partners. Its direct customers are business users rather than consumers, especially media agencies, trading teams and brand advertisers running omnichannel and TV-led campaigns.
Business model & monetisation
The primary monetisation model is spend-linked platform revenue from DSP usage and addressable TV campaign execution, likely via media buying fees, technology fees or a take-rate on routed media spend. Secondary revenue comes from consulting, innovation projects and training delivered as service engagements. The academy offering appears more likely to support adoption and customer development than to represent a major standalone revenue stream.
- DSP media buying revenue
- Spend-based platform fee or take-rate on programmatic campaigns
- Addressable TV campaign execution
- Premium platform and transaction fees tied to ATV buying
- Consulting services
- Project fees or retainers
- Innovation and implementation support
- Managed service and project-based fees
- Training and academy activities
- Likely enablement or lead generation, with unclear direct fees
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Media Channel
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Virtual Minds: Building Interoperable Operating Model for Total Video
CTV · Recorded impact score: 2/5
Virtual Minds argues that true convergence between linear TV and CTV advertising requires an interoperability layer rather than replacing existing systems, preserving the strengths of each environment. Managing Director Ricarda Jebsen and Business Development Manager Max Deyerl highlight that while audiences already consume video seamlessly, planning and measurement remain siloed. The company cites progress in Austria, where broadcasters under JIC AGTT have adopted digital buying logic, CPMs, and real-time HbbTV signals (Teletest 2.0) to optimize linear TV via Virtual Minds' Media Manager. The approach aims to extend this model to all video channels, including mobile and DOOH, and emphasizes that AI will only improve workflows if data silos are integrated first. Virtual Minds advocates for industry-wide collaboration to establish common standards and avoid fragmentation, positioning its infrastructure as the solution for a converged 'Total Video' operating model.
- Virtual Minds proposes an interoperable convergence layer for linear TV and CTV integration, preserving strengths of each environment.
- Since 2024, AGTT/Teletest members in Austria use Virtual Minds Media Manager for dynamic linear TV optimization using CPMs and real-time HbbTV signals.
Explore company relationships
Questions about d-force
What is d-force?
d-force is a German B2B adtech company operating a DSP and related services for omnichannel and addressable TV media buying.
Who uses d-force?
Media agencies, programmatic traders, brand advertisers and some publisher or adtech teams use d-force for buying, advisory, training and workflow support.
How does d-force make money?
It primarily earns revenue from DSP and addressable TV campaign activity, supplemented by consulting, innovation and other managed service work.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
16 publicly documented primary sources and citations linked across the market graph.
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