DPG Media Nederland

RTL AdAlliance: Broadcasters Unite Against Tech Giants

RTL AdAlliance is accelerating European broadcaster collaboration to counter the concentration of ad spend among a few tech platforms. With France Télévisions and Austria’s ORF joining since mid-2025, the network now represents inventory across ITV, RAI, Atresmedia, DPG Media, and Groupe M6 for international campaigns. RTL Group’s earlier Sky Deutschland acquisition is cited as context for growth. AdAlliance has built a total video marketplace, harmonised broadcaster datasets to enable cross-border targeting via a product named Smart Audiences, and launched a self-serve marketplace called Ad Manager. CEO Stéphane Coruble emphasizes that 85–90% of business currently goes to a handful of players, arguing broadcasters must act to compete with GAFA and offer a transparent, scalable alternative for advertisers.

RTL AdAlliance Adds ORF to Broadcaster Portfolio

RTL AdAlliance, the international sales arm of RTL Group, announced an agreement with ORF-Enterprise to represent ORF’s total video inventory internationally. The deal expands RTL AdAlliance’s roster, coming shortly after a similar arrangement with FranceTV Publicité, and places ORF alongside ITV, RAI, Atresmedia, DPG Media, Groupe M6, and RTL Deutschland in RTL AdAlliance’s international portfolio. RTL AdAlliance will represent ORF’s linear channels (ORF 1, ORF 2, ORF III, ORF SPORT +), streaming platforms ORF ON and ORF Sound, as well as ORF’s radio stations Hitradio Ö3 and FM4 and the digital news service ORF.at. Oliver Böhm, CEO of ORF-Enterprise, said the partnership will simplify access for international advertisers to ORF’s inventory, complementing ORF’s international ambitions. RTL AdAlliance CEO Stéphane Coruble and Deputy CEO/CDO Oliver Vesper characterized the collaboration as strengthening European media’s competitiveness against global platforms.

RTL AdAlliance Signs FranceTV Publicité Deal

RTL AdAlliance, the international sales house of RTL Group, has signed an agreement with FranceTV Publicité to represent France Télévisions' TV and digital advertising inventory across most of Europe and select international territories. The deal adds FranceTV to RTL AdAlliance's roster, which already includes ITV, RAI, Atresmedia, DPG Media, Groupe M6, and RTL Deutschland. The partnership aims to simplify access to France Télévisions’ ad inventory for advertisers and media agencies, with RTL AdAlliance providing multinational campaign management and ad tech via RTL Group’s smartclip unit. FranceTV Publicité will retain full commercial and strategic control over its inventory. Marianne Siproudhis, managing director of FranceTV Publicité, highlighted improved access to European and international markets, while Stéphane Coruble, CEO of RTL AdAlliance, described the collaboration as strengthening a total video offering for international advertisers.