RTL AdAlliance: Combined Ad Vendor Announces New Name

Dan Meier 21 June, 2022 

RTL Group revealed today at Cannes the new name of its international advertising vendor. RTL AdAlliance brings together RTL AdConnect, G+J I|MS, and Smartclip’s sales and media businesses. The combined company will use the established RTL brand and collaborate with the Group’s tech solutions to service and simplify the advertising ecosystem.

Speaking at the RTL Beach at Cannes Lions, the new advertising unit announced it would build new structures to clarify its media offering. Operating across Europe, the US and Asia, RTL AdAlliance extends reach and targeting capabilities for advertisers, while reducing complexity for publishers and broadcasters, the company said.

The new vendor will be led by current RTL AdConnect CEO Stéphane Coruble, with Smartclip co-CEO Oliver Vesper becoming Chief Digital Officer and Deputy CEO. Daniel Bischoff has been appointed CTO, alongside Carine Jean-Jean as Communications Director and Karine Lippi-Blondin as Human Resources Director.

The launch forms part of the international roll-out of RTL’s new identity, harnessing its brand recognition and strong market position to open up global connections between advertisers, agencies and consumers, according to the company.

A gateway for Europe

RTL AdConnect unveiled its offering across TV, ATV, CTV, VOD, online video, radio and print, enabling publishers to monetise their European inventories across media. Described as a “gateway for Europe”, the company grants international advertisers simplified access to the full portfolio of media brands.

On the supply side, RTL AdAlliance will partner with publishers, broadcasters, CTV and streaming services. By leveraging hyper-local, national and international sales, the combined ad unit said it allows publishers to fully monetise their inventories.

“We are combining three powerful forces to build a leading Total Media monetisation platform for European broadcasters and for the European inventories of global premium publishers,” said Stéphane Coruble, incoming CEO of RTL AdAlliance. “The new offering and new name, RTL AdAlliance, reflects the strengthening of our customer focus, and increases our agility to be more competitive with the global tech platforms. Our goals are completely in line with the three priorities of RTL Group’s strategy: strengthening the core, boosting growth businesses, and fostering alliances and partnerships.”

“RTL AdAlliance will closely collaborate with Smartclip, TechAlliance and Yospace,” added Oliver Vesper, incoming Chief Digital Officer and Deputy CEO of RTL AdAlliance. “By leveraging technology from Smartclip and the TechAlliance, we will become a one-stop shop for media and tech solutions for our publishers. This allows us to strengthen our digital growth strategy and overall competencies at RTL AdAlliance in terms of product, team, and skillsets.”

RTL AdAlliance showcased its new branding in the video below:

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