TF1, ProSiebenSat.1 & Mediaset Establish European Broadcaster Exchange

TF1 Group, ProSiebenSat.1 and Mediaset (Italy and Spain) have come together to establish the European Broadcaster Exchange (EBX), a JV meant to address the demand for brand-safe ad environments and high-quality pan-European video campaigns.

The initial focus will be on programmatic video campaigns, which involves the automated and data-based management of digital advertising purchases and sales. The JV is just the start of a strategic collaboration to drive forward the technological development of online advertising. The companies will make available video advertising inventories from their respective countries of origin in order to allow advertising customers to programmatically buy pan-European campaigns in the premium and brand-safe advertising environments of the TV companies. The partners are also establishing an open model aimed at involving other European media companies and making their advertising inventories available.

EBX will be headquartered in London. The company’s own sales team will be formed in addition to an automated trading platform for digital video advertising. The agreement is subject to approval by European competition authorities.

Olivier Abecassis, CDO of TF1 Group, said: “After investing in Studio 71 in last January on the content side, we are very pleased to announce the consolidation of our partnership with ProSiebenSat.1 and Mediaset. EBX will enable us to propose to international brands a video premium inventory with brand-safe and premium content, on a European scale, while exploiting the potential of the programmatic technologies. Datas and unified technologies will make life easier for our customers. This is the beginning of an awesome alliance.”

Christof Wahl, member of the executive board, digital and COO of the ProSiebenSat.1 Group, added: “Many international companies have a strong demand for high-quality and brand-safe advertising environments in the video sector. Our joint venture will offer them the opportunity to book pan-European campaigns in the premium video environment of an economic area with a population of over 250 million in an automated, user-friendly manner. This will allow us to gain access to additional advertising budgets that we were previously unable to address on a national level.”

Stefano Sala, CEO of Publitalia 80 at the Mediaset Group, commented: “This joint venture is our answer to the current digital video landscape. As leading Broadcasters in Europe, Mediaset, ProSiebenSat.1 and TF1, we all share the same strategic vision and values: we want our advertisers to reach their consumers in a qualitative and brand safe environment, with the transparency and efficacy that differentiates our product. We are in the unique position to drive together the new roadmap for premium video advertising.”