RTL AdAlliance has expanded its international sales operations by opening a new office in Spain and establishing a strategic partnership with Atresmedia Publicidad. The collaboration aims to provide European broadcasters with a unified access point for cross-border TV and video inventory to better compete with US-based tech giants.
The expansion into Spain provides a unified gateway for local brands to scale campaigns across the continent, directly challenging the dominance of US-based tech platforms in the international ad market. By aggregating inventory from major players like France Télévisions and Rai, the alliance offers the reach and efficiency typically associated with programmatic giants but within brand-safe, premium broadcast environments. This move signals a broader trend of European broadcasters consolidating their sales efforts to protect domestic margins while capturing cross-border budgets. Watch for whether this unified sales model successfully shifts significant spend away from YouTube and Meta toward European CTV inventory in 2027.
RTL AdAlliance has steadily broadened its broadcaster portfolio over the past year, adding new partners to strengthen its cross-border sales proposition. ORF and France Télévisions both joined the RTL AdAlliance network within the preceding twelve months, expanding the Total Video inventory available to international advertisers and reinforcing the company's positioning as a single access point for premium European broadcast and CTV placements.
The Spain launch also deepens the operational relationship between RTL AdAlliance and Atresmedia beyond inventory sales. Smartclip Spain, Atresmedia's digital video subsidiary, will provide Spanish advertisers with access to RTL AdAlliance's European Video Marketplace (EVM), a programmatic marketplace that aggregates premium video supply from multiple European broadcasters. This integration gives Spanish agencies a technology layer for automated buying alongside the traditional direct-sales model, positioning RTL AdAlliance to capture both reservation and programmatic budgets from the same market.
RTL AdAlliance's Total Video portfolio now spans linear TV, BVOD platforms such as France.tv, RTL+, and Videoland, and global CTV services including HBO Max, Samsung TV Plus, and Waipu TV. The company's stated goal is to simplify an increasingly fragmented European video advertising landscape by offering a unified, scalable buying model across markets, a strategy that directly addresses the challenge of competing with US tech platforms that already offer consolidated cross-market reach to advertisers.
RTL AdAlliance has launched in Spain through a strategic partnership with Atresmedia Publicidad. This expansion provides Spanish advertisers with a unified gateway to premium European video and CTV inventory. By aggregating broadcaster supply, the alliance aims to simplify cross-border ad buying and compete directly with major US-based tech platforms.
RTL AdAlliance is partnering with Atresmedia Publicidad to support its entry into the Spanish advertising market.
The portfolio includes linear TV, CTV, and premium online video across various European networks and global services like HBO Max and Samsung TV Plus.
Smartclip Spain, a subsidiary of Atresmedia, will provide Spanish advertisers with access to the European Video Marketplace, enabling automated programmatic buying.
Artur Kobryn, VP of international sales, is leading the Spanish operations alongside a dedicated local sales and agency partnership team.
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