Adform and RTL AdAlliance Join Forces to Boost Performance and Transparency in Programmatic Addressable TV Buying

Adform, recognized as one of the industry’s most powerful and secure media buying platforms, has announced a strategic partnership with RTL AdAlliance, the international sales arm of RTL Group -Europe’s leading entertainment powerhouse spanning broadcast, streaming, digital, and premium content. The collaboration represents a significant step forward in scaling programmatic addressable TV (ATV) capabilities across Europe.

By combining RTL AdAlliance’s reach of more than 30 million households with Adform’s advanced programmatic infrastructure, the partnership empowers global advertisers to activate more precise and impactful ATV campaigns across European markets.

As part of the agreement, Adform’s global brand and agency partners will now be able to activate programmatic ATV banner placements within RTL AdAlliance’s premium inventory. This includes innovative formats such as L-Shape units that deliver dynamic banner overlays during linear TV ad breaks. The initial rollout begins in Austria, where Adform is among a select group of DSPs with programmatic access to RTL inventory. Additional European markets are slated for activation, with ATV video formats anticipated to go live in early 2026.

As TV environments become more fragmented, advertisers increasingly demand transparency, control, and unified measurement. Through this partnership, Adform and RTL AdAlliance are bridging the gap between traditional TV reach and the precision of digital advertising. International brands will benefit from RTL AdAlliance’s wide-ranging European portfolio, combined with ATV-driven insights that enhance performance across display, video, audio, and emerging omnichannel formats. To streamline execution, audiences will be available via RTL AdAlliance’s audience solutions, enabling consistent activation and performance across markets.

Also Read: iCustomer Launches Audience Loop, an Agentic AI Audience Workspace for Marketers

The partnership also delivers a future-ready programmatic infrastructure that blends automation, data-driven targeting, and premium scale — all while maintaining strict privacy standards and trusted media environments. As European TV continues shifting toward blended linear and streaming consumption, this initiative supports broadcasters in preserving control over their data while enabling advertisers to build stronger, more direct relationships with viewers.

“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, RTL AdAlliance.

“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.” added Oliver Whitten, chief commercial officer, Adform.

Together, Adform and RTL AdAlliance are laying the groundwork for a more transparent, efficient, and data-powered addressable TV landscape — one that elevates advertiser performance while strengthening the future of European broadcasting.