RTL AdAlliance expands AdManager to all advertisers

The move aims to simplify access to premium TV and video inventory across Europe for direct advertisers and independent agencies, while strengthening the company’s small and medium-sized business (SMB) offering.

RTL AdAlliance is opening its AdManager platform to advertisers of all sizes, bringing its self-service solutions together in one environment.

The platform will serve as a central hub for advertiser and agency interactions, campaign management and media buying. Its storefront provides curated media collections and audience segments across 14 markets, with additional services and packages set to be introduced gradually.

AdManager brings European video inventory together

AdManager gives clients access to broadcaster-owned content, connected TV (CTV) brands and curated online video inventory through a single platform. Advertisers can also access customised media and targeting packages developed by RTL AdAlliance’s sales specialists.

An integrated messaging function connects direct clients and independent agencies with a dedicated client success team, providing support throughout the buying and campaign management process.

RTL AdAlliance expands its SMB offering

The platform also brings together the self-service and hyper-local targeting solutions previously developed for RTL AdAlliance’s SMB clients. These businesses can now access the company’s Smart Audiences targeting suite, alongside advertising opportunities on linear TV and selected broadcaster-owned streaming services.

RTL AdAlliance plans to expand the SMB offering in stages. The next step will include digital video formats on linear TV and broadcaster-owned digital linear streams.

Platform aims to simplify access to premium media

Oliver Vesper, Chief Digital Officer and deputy CEO at RTL AdAlliance: "Simplifying access to Europe’s premium TV and video brands is central to our identity as an international sales house representing European media. By harmonising our self-service solutions and proven SMB expertise, we are taking another step towards delivering on that promise.

"Complex local infrastructures and high minimum booking-volumes have often made Europe’s most impactful video environments unattainable for brands and agencies without significant resources and global footprints. AdManager provides independent agencies and direct booking brands a straightforward access-point, an intuitive storefront and accessible media and targeting packages."

Dedicated unit will drive platform development

RTL AdAlliance has established a Self-Service and SMB unit to support the platform’s development and its commercial strategy. The team will combine more than four years of experience working with SMB and retail clients with expertise in platform development.

AdManager has also received two industry awards. The European Video Awards named it Best Sell-Side Technology, while the DanAds Summit 2026 in New York recognised it as Most Innovative.

www.rtl-adalliance.com

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