NEW YORK, LONDON - Deutsche Telekom (OTC:DTEGY), the controlling shareholder of T-Mobile, has announced a partnership with Equativ, an ad tech firm, to enhance targeted TV advertising in Germany through MagentaTV. This collaboration aims to refine the addressable TV advertising landscape by employing programmatic marketing strategies, set to roll out from mid-2024.
MagentaTV, Deutsche Telekom's streaming service, will utilize Equativ's subsidiary Nowtilus and its Server-Side Ad Insertion Platform to allow major TV broadcasters to market their inventory programmatically. This initiative will enable the audience-based replacement of TV ads within the MagentaTV offering, leveraging Equativ's ad serving capabilities for Deutsche Telekom's own inventories, including MagentaSport.
Dr. Jörg Richartz, Vice President Sales & Marketing TV at Deutsche Telekom, highlighted the strategic investment in Equativ's parent company as a testament to their belief in the solutions provided. He indicated that the partnership could intensify, with potential further integration of Equativ's digital product range into Deutsche Telekom's offerings.
Arnaud Créput, CEO at Equativ, expressed excitement about the partnership's potential to revolutionize programmatic TV advertising in Europe, particularly Germany. The collaboration is expected to enhance advertising efficiency and customer engagement, with a focus on privacy-safe advertising ID backbone in Europe through Utiq.
Bridgepoint, a private equity firm and majority shareholder of Equativ, welcomed Deutsche Telekom's investment, emphasizing its commitment to backing innovative operators in the digital programmatic ecosystem. Jean-Baptiste Salvin, Partner at Bridgepoint, acknowledged the firm's history of investments in the Martech and Adtech industries.
Alexander Helmke, Managing Director of T.Capital, Deutsche Telekom's corporate venture unit, also supported the strategic investment, citing Equativ's competitive position and the potential of the partnership with MagentaTV.
The information for this article is based on a press release statement.
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