The European Broadcaster Exchange (EBX) is a joint venture founded by Mediaset (Italy and Spain), ProSiebenSat.1 Media (Germany) and TF1 Group (France) to address the demand for brand-safe environments and high-quality pan-European online video campaigns at scale.
EBX will focus on programmatic video campaigns, which involves the automated and data-driven management of digital advertising purchases and sales.
The new company, headquartered in London, designs a joint innovation strategy to create new ways for advertisers to reach their customers. The joint venture will leverage technology, research and premium content effectively to maintain the highest standard of quality and innovation for its digital media offerings.
The leading European broadcasters will make video advertising inventories available from their respective countries of origin in order to allow advertising customers to programmatically buy pan-European campaigns in premium and brand-safe advertising environments of the TV companies. The partners are also establishing an open model aimed at involving other European media companies and making their advertising inventories available.
At the same time, the joint venture marks the start of a deeper strategic collaboration to drive forward the technological development of online video advertising.
One of the biggest media companies in Europe, the Mediaset Group is Italy’s leading commercial broadcaster.
Its TV offer includes free-to-air general interest and thematic channels, as well as DTT pay-TV service “Mediaset Premium”.
The portfolio is complemented by RadioMediaset – the strongest radio group in Italy, and digital media.
Mediaset España is the first broadcaster in Spain in terms of audience results and advertising revenues.
It operates general entertainment channels Telecinco (Spain’s most watched TV station) and Cuatro plus free-to-air thematic stations.
Thanks to its reach web offer, Mediaset España is also the first media group in terms of online video consumption.
The ProSiebenSat.1 Group is one of the most successful independent media companies in Europe with a strong lead in the TV and the digital market. Advertising-financed free TV is the Group’s core business: the station family is the number one in the German audience and TV advertising markets.
ProSiebenSat.1 is also Germany’s leading video marketer on the Internet and one of the most successful providers of digital entertainment.
The TF1 Groupe’s businesses cover the entire audiovisual value chain.
As an integrated media group, it has developed activities in high-growth segments for a number of years.
It operates TF1 – the leading mainstream TV channel in France, free-to-air stations, special-interest pay-TV channels and their digital offshoots.
General Manager AdTech & Business Development, Publitalia ‘80
Head of Programmatic & Traffic Publiespaña, Mediaset Spain
Director Strategy & Business Development, ProSiebenSat.1 Media SE
Senior Manager, Strategy & Business Development, ProSiebenSat.1 Advertising Platform Solutions GmbH
Chief Digital Officer, TF1 Group
Sylvia Tassan Toffola
Deputy Chief Executive Officer, TF1 Publicité
EBX offers an extraordinary brand safe and viewable inventory of 800 MILLION PREMIUM VIDEO VIEWS to international companies where they can communicate with consumers at scale.
The market for programmatic video advertising is growing dynamically, currently at an annual rate of 45 % in Western Europe, our joint venture will offer to international media buyers the opportunity to book pan-European campaigns in the premium video environment of an economic area with a population of over 250 million in an automated, user-friendly manner.
The alliance allows broadcasters to compete strategically in a digital market that is becoming more and more global by creating a joint development roadmap to address the change in the digital space and anticipating the switch of digital investment to Programmatic.
EBX is determined to offer attractive cross-border data-driven targeting products by:
European Broadcast Exchange (EBX) Limited.
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