Last week saw MFE-MediaForEurope launch ALL21 Total Video Europe, a cross-country solution that airs the same ad simultaneously across all channels at 9pm. At DMEXCO, Michele Giraudo, Chief Revenue Officer at MFE Advertising, called the solution “the final piece of weeks of collaboration” between MFE’s Italian, Spanish and German sales houses, following its full takeover of ProSieben in September last year.
In this interview, Giraudo discusses the collaboration between the businesses that has taken place over the past year, the state of the different European TV markets, and the work still needed to compete with the global streaming giants. Filmed at DMEXCO 2026.
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