RTL AdAlliance launches smart TVT

RTL AdAlliance – the international broadcast outfit’s ad-tech arm – has launched smart TVT, a new element of its smart Audiences offering.

According to the company, smart TVT provides its advertising clients with a data-driven TV profile targeting solution to reach their target audiences.

With the launch of smart Audiences’ new pillar smart TVT, RTL Group’s international sales house says it can provide advertisers with one of the most accurate targeting solutions for ad delivery based on TV viewing behaviour.

The new data source smart TVT is based on technology developed by smartclip, RTL Group’s adtech unit, and is a next-generation targeting solution that merges TV audience measurement and TV viewing data with the online world. The privacy-safe offer allows advertisers to target audiences with accuracy and without tapping into users’ personal information, according to the RTL AdAlliance.

smart TVT uses broadcast and TV panel data from AGF Videoforschung, a German-based research company for strategic development and operating projects in TV and video audience measurement, to improve the precision of digital video targeting.

The profile targeting uses the AGF Scope tool to select suitable affinities for each smart Audiences persona. This data is used to calculate an affinity index, which provides an indication of the structure of each audience segment, according to RTL AdAlliance.

Advertisers are now able to target audiences based on their TV viewing behaviour – through a proprietary technology that analyses TV usage on a device level. smart TVT utilises self-generated data from a number of large German TV channels, including RTL’s own channels, Discovery Group channels, Disney, Sport1, N24 Doku and others.

Using smartclip’s cross-device targeting, smart TVT also enables targeted advertising to be delivered to corresponding devices (smartphone, tablet, PC) within the same household.

Oliver Vesper, chief digital officer and deputy CEO of RTL Ad Alliance, said: “At RTL AdAlliance we are excited to expand our smart Audiences with smart TVT, a product based on smartclip’s long adtech experience and development in the broadcast ecosystem. This provides our clients with a powerful and effective way to target audiences based on their TV viewing behavior. It further enhances and diversifies our toolbox with a viable advanced targeting solution. The entire smart Audiences suite will evolutionise the privacy-safe ways our customers can reach their target audiences.”