Observed Signal · Jan 19, 2017 · Partnership · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Positive
ProSiebenSat.1 and Zalando form Audience-Driven Advertising Partnership
Zalando and the ProSiebenSat.1 Group announced a strategic cooperation to advance Audience Driven Advertising by combining ProSiebenSat.1's digital inventory with Zalando Media Solutions' anonymized Premium Audience Segments. The partnership will deliver precise targeting products in premium display and video environments, beginning with the PEР (Prominent Engagement & Performance) format featuring native traits. Jerome Cochet (SVP Advertising & Sales Zalando SE & CEO Zalando Media Solutions) stated the collaboration combines both business models to set a new industry standard, including addressable TV, with plans to integrate additional inventory and data partners across Europe. ProSiebenSat.1 will contribute inventory via SevenOne Media, reaching over 30 million Unique Users, while Zalando Media Solutions adds its ~19 million active customers. Virtual Minds provides ad-tech expertise through Zalando’s stake in the firm since 2015. Thomas Port of SevenOne Media highlighted the potential for new ad products and stronger campaigns.
Strategic collaboration between major ad-tech players with cross-channel targeting and data capabilities, potentially Europe-wide expansion.
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Key Takeaways & Evidence Grounding
- Zalando and ProSiebenSat.1 Group announced a strategic cooperation for Audience Driven Advertising.
- Partnership combines ProSiebenSat.1's inventory with Zalando Media Solutions' anonymized Premium Audience Segments (~19 million active customers).
- First format is PEП (Prominent Engagement & Performance), an Audience Driven Advertising innovation with native features.
- SevenOne Media will supply the inventory, reaching over 30 million Unique Users.
- Virtual Minds provides ad-tech depth via Zalando's stake since 2015.
Connected Companies & Entities
4 Entities mappedOntology Mapping & Concepts
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