Italian entertainment company Rainbow Group has launched a new global advertising unit to manage its own inventory and eventually aggregate third-party content. The division, led by Marco Azzani and Sara Buluggiu, will focus on programmatic, direct sales, and sponsorships across CTV and digital platforms.
This move signals a strategic shift for Rainbow Group from a pure content house to a vertically integrated media platform. By aggregating independent inventory, the company aims to provide the scale necessary to attract major global advertisers who typically favor larger walled gardens. This approach offers a brand-safe alternative for agencies while providing smaller creators a path to monetization without losing editorial control. As the market fragments, this consolidation of independent assets could pressure mid-tier networks to seek similar alliances. Watch for the first wave of third-party publisher sign-ups to gauge the platform's ability to compete with established ad-tech giants.
Rainbow Group has launched a new global advertising unit to manage its internal inventory and aggregate content from independent publishers. Led by Sara Buluggiu and Marco Azzani, the division focuses on programmatic and direct sales across FAST, YouTube, and CTV, aiming to provide a brand-safe, scalable alternative to major walled gardens.
The new advertising division is led by Marco Azzani and Sara Buluggiu, who serves as the Global Head of Advertising.
The unit focuses on programmatic and direct sales across FAST channels, YouTube, and Connected TV platforms.
The company aims to provide the scale necessary to attract major global advertisers and offer a brand-safe alternative to larger walled gardens for agencies.
The acquisition of a majority stake in 247 Production strengthens the group's capabilities in branded entertainment and the creator economy.
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