Adform and RTL AdAlliance join forces for programmatic addressable TV in Europe
December 9, 2025 20.26 Europe/London By Jörn Krieger

Adform has struck a new partnership with RTL AdAlliance to enhance performance, transparency and cross-market scale in programmatic addressable TV (ATV) advertising across Europe.

The collaboration combines RTL AdAlliance’s reach of more than 30 million European households with Adform’s programmatic buying capabilities, enabling international advertisers to run more precise and data-driven ATV campaigns.

The agreement initially activates ATV banner ads – including L-shape overlays inserted during linear ad breaks – on RTL AdAlliance’s inventory. The rollout starts in Austria, where Adform is one of a handful of DSP partners enabling programmatic buying of RTL’s ATV inventory. More European markets are set to follow, with ATV video formats expected to be added in early 2026.

The companies aim to bring digital-style precision to television environments that are becoming increasingly fragmented. Advertisers using Adform’s platform will gain access to RTL AdAlliance’s pan-European portfolio and ATV-derived insights to optimise display, video, audio and other formats in a consistent omnichannel strategy. Audience segments curated by RTL AdAlliance will support seamless activation across multiple markets.

Both partners position the move as a step towards building a more automated, data-driven and privacy-safe ecosystem for European broadcasters and global advertisers. The approach allows broadcasters to retain control over their data while helping international brands create more direct, efficient connections with viewers across linear and streaming environments.

“With Adform, we’ve connected with a partner that supports our goal to build a transparent, privacy-first and data-driven TV marketplace that promotes trusted media environments. Their strong European foundation combined with the reach of RTL AdAlliance’s audience will accelerate ATV adoption and grant international brands and agencies even more access to our premium-quality portfolio of European media champions. As a result, we’re raising the bar for collaboration in Europe,” said Dr Oliver Vesper, Chief Digital Officer and Deputy Chief Executive Officer at RTL AdAlliance.

Oliver Whitten, Chief Commercial Officer at Adform, added: “This partnership is a defining moment towards simplifying national broadcast TV access for global brands and international advertisers in Europe. ATV is reshaping how global brands can now tap into local audiences, and we’re proud to partner with a fellow European industry leader to drive this transformation. Adform and RTL AdAlliance are extending people-based precision and setting the stage for automated linear TV buying.”