Adform, the most powerful and safe media buying platform, today (9th December, 2025) announces a new partnership with RTL AdAlliance, the international sales house of RTL Group, Europe’s leading entertainment company across broadcast, streaming, content, and digital. 

Bringing together RTL AdAlliance’s extensive reach of more than 30 million European households with Adform’s sophisticated programmatic technology, the partnership enables international advertisers to launch more targeted ATV campaigns. 

For Adform’s global brand and agency partners, this will activate ATV banner ads on RTL AdAlliance’s inventory, including L-Shape formats that overlay a dynamic banner in the corner of the linear ad break. The partnership launches with a dedicated ATV collaboration in Austria, where Adform is among the select DSP partners to enable programmatic buying of RTL inventory. Additional markets will follow, with expansion into ATV video formats planned for early 2026.

As advertisers seek greater control within increasingly fragmented TV environments, Adform and RTL AdAlliance are combining television’s traditional reach with the level of digital precision now expected. International brands and agencies stand to benefit from RTL AdAlliance’s extensive portfolio in Europe and from the insights provided by ATV to optimise campaigns across display, video, audio, and additional formats, ensuring genuine omnichannel efficiency. To further support activation, these audiences are being made available through the RTL AdAlliance audience solutions, enabling seamless cross-market deployment and consistent campaign performance.

Adform and RTL AdAlliance are delivering buying infrastructure combining automation, data-driven targeting, and scale with premium quality and trusted audiences. As European TV consumption continues to evolve, blending linear and streaming experiences, this step by both companies supports regional broadcasters to control their data while strengthening global advertisers’ direct relationships with viewers.

Dr. Oliver Vesper, chief digital officer and deputy chief executive officer, RTL AdAlliance, comments: “With Adform, we’ve connected with a partner that supports our goal to build a transparent, privacy-first and data-driven TV marketplace that promotes trusted media environments. Their strong European foundation combined with the reach of RTL AdAlliance’s audience will accelerate ATV adoption and grant international brands and agencies even more access to our premium-quality portfolio of European media champions. As a result, we’re raising the bar for collaboration in Europe.”

Oliver Whitten, chief commercial officer, Adform, adds: “This partnership is a defining moment towards simplifying national broadcast TV access for global brands and international advertisers in Europe. ATV is reshaping how global brands can now tap into local audiences, and we’re proud to partner with a fellow European industry leader to drive this transformation. Adform and RTL AdAlliance are extending people-based precision and setting the stage for automated linear TV buying.”

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