Ad-tech made in Europe’ is an alliance between RTL Deutschland and ProSiebenSat.1 media groups to integrate the content and services of their respective ad-tech companies, Smartclip and Virtual Minds. This means advertisers can run campaigns across linear TV and streaming inventory at both broadcasters using a consistent technology stack. The open initiative is making the technology and process innovations available for other European broadcasters. The roadmap includes programmatic linear TV, unified planning for linear, CTV and addressable, and also convergence of broadcast and digital. The technologies involved are already having a dramatic impact, as seen in Austria where broadcasters including ProSiebenSat.1 PULS 4 are re-planning linear ad breaks in real-time based on actual rather than forecast audiences. This is a notable world first, harnessing second-by-second RPD from HbbTV devices to provide live audience measurement. You will hear details about this deployment and how ‘Ad-tech made in Europe’ will help broadcasters increase advertising market share.