A unique gateway to Europe’s premium digital video inventory
RTL AdAlliance has introduced AdManager, a self-service advertising platform that enables advertisers to directly purchase premium digital video inventory across multiple European markets.
The platform consolidates access to Connected TV (CTV), Broadcaster Video-On-Demand (BVOD), and online video inventory within a single, user-friendly interface. It’s a first-of-its-kind solution tailored for the European video advertising market. Its primary goal is to simplify access to high-quality, brand-safe video content for both direct advertisers and media agencies.
With growing demand from independent agencies for alternatives to dominant global tech platforms, RTL AdAlliance developed AdManager to deliver a similar level of simplicity and automation, paired with inventory from trusted European broadcasters and media brands.
AdManager by RTL AdAlliance responds to key advertiser needs, including:
• Easier access to cross-border media buying across Europe
• Centralised tools for planning and executing video campaigns
• Transparent reporting and performance metrics
• Premium inventory within safe, local media environments
While open to all buyer types, AdManager is especially suited to direct advertisers independent agencies running por multi-market campaigns, and media agencies seeking scalable access to premium video.
Currently, the platform covers streaming, online video (OLV) and Addressable TV (ATV) inventory, including CTV environments with 77 million active devices, 40 million monthly BVOD users, and over 5,000 web properties. Linear TV inventory is not yet available but may be included in the future. Advertisers can book across the full digital portfolio.
Platform Capabilities
Integrated with Smartx, RTL’s ad server via Smartclip, the platform supports the entire campaign lifecycle.
The inventory is priced in line with already available IO or programmatic buys, according to reach and format, targeted inventory using Smart Audiences comes with a markup for targeting. All impressions are verified, and advertisers only pay for what is actually delivered. The inventory is sourced exclusively from brand-safe environments, with publisher frameworks ensuring full control over content quality.
As an additional benefit, use of the tool is free for the advertising clients of RTL AdAlliance.
The platform includes a tool to help advertisers manage creatives. Creative assets are typically produced in coordination with local sales houses or the advertiser’s in-house team.
Backed by Local Expertise
Local RTL AdAlliance sales teams support onboarding and ongoing use. While the platform is self-serve, the goal is to combine automation with access to expert guidance when needed.
The idea for a centralised buying portal has been in development for several years. RTL AdAlliance worked with DanAds, a self-service ad tech provider, to build a platform suited to the European market. The platform is not a standalone product from RTL AdAlliance but rather an access point to a shared video inventory across multiple local broadcasters and publishers.
Built for Collaboration
Collaboration is ongoing, and the platform is open to further partnerships. The long-term goal is to make premium European Total Video advertising more accessible to international buyers through unified packages and tools.
Conclusion
RTL AdManager stands at the intersection of simplicity, scale, and trust, it offers advertisers a powerful alternative to the walled gardens of global tech giants. By centralising access to premium, brand-safe video inventory from Europe’s broadcasters, the platform empowers advertisers of all sizes to plan, execute, and optimise cross-border campaigns with ease. Its self-service capabilities, combined with expert local support and transparent performance metrics, create a unique value proposition in the evolving advertising landscape. As media consumption continues to shift toward digital and CTV environments, RTL AdManager is a strategic gateway to the future of European video advertising.
Try it here: https://rtl-admanager.com/