ProSiebenSat.1 and the media group RTL Germany have big plans for the future. They just announced the founding of a collectively joint venture with the goal of revolutionizing the German Addressable TV and Online Video market. Henceforth, reputable television channels on side of ProSiebenSat.1, such as Pro7, Sat 1, Kabel 1 or Sixx, want to exchange and link data and offers with television channels from the media group RTL Germany in order to expand their portfolio. By this corporation, they are planning on establishing a platform, where users can create specific target group in very few clicks. The portfolio includes the digital offerings of both media groups, as well as third provider.

The joint venture will feature a Demand Side Platform (DSP) which will regulate the automated bidding and ordering of content on Addressable TV or Online Video advertising. The German market of Addressable TV and Online Video is booming right now. By setting up a collectively DSP, ProSiebenSat.1 and RTL Germany except themselves insights in customer behavior such as answers on how to forecast needs. In that way, the two media groups want to reach a technological independence from global technology firms. Both parties are in charge of 50% of the joint venture each, which makes it a fair and easy division.

Within the next three years, it is expected that the worth of the German Addressable TV and Online Video market will climb up in the billions for the first time ever. As of right now, there are around 18 million televisions in German households which are able to broadcast Addressable TV advertising. With establishing a jointly DSP, ProSiebenSat.1 and RTL Germany plan on determine target groups even more specific by factors like gender, age or income.