Channel 4 is the fourth major European broadcaster to join the European Broadcaster Exchange (EBX) and will be the exclusive UK partner. EBX is a shared trading platform for digital ad sales into broadcaster VOD, making it easier for marketers to manage multi-territory video campaigns at scale. Initially, all trading is programmatic. The existing members were ProSiebenSat.1 (Germany), TF1 (France) and Mediaset (Italy and Spain). Every member will now have a 25% stake in the new business, which is expected to start trading early next year.
Headquartered in London, the EBX is designed to be the leading hub for planning pan-European campaigns. The company has just appointed Chris Le May as its CEO (the former SVP & MD for Europe at DataXu).
Channel 4 says the exchange allows it to enter the pan-European digital ad sales market for the first time and enables all partner broadcasters to compete more efficiently with global competitors. “Media agencies and advertisers across Europe will be able to buy multi-territory video campaigns which benefit from the venture’s innovation in ad technology, research and premium content in the brand-safe advertising environments of each broadcaster,” it says.
A statement from EBX adds: “Each of the partner broadcasters will be able to unlock new digital revenues currently unavailable to them from adjacent ad markets by making additional inventory available on their broadcaster on-demand platforms.”
The EBX partners will also establish an open model, with the ambition of involving other European media companies and making their advertising inventories available, too. EBX members will also embark on a deeper strategic collaboration to drive forward online advertising technology.
Find out more about EBX and what it means for the TV and digital advertising markets
Paola Colombo, General Manager, Adtech & Business Development at Publitalia ’80, the sales house for Mediaset Italy, will be speaking about the EBX initiative at Future TV Advertising Forum in December. Her presentation is called, ‘The premium video programmatic collaboration that means broadcasters can compete for pan-European online campaigns’.
During the same conference session, a panel including MTG, RTL and Liberty Global will discuss whether broadcasters should collaborate more on ad-tech and data-tech – and whether pan-Euro ad campaigns among the prizes. Their panel is titled ‘Playing to broadcast strengths while we grow the next-gen marketplace’.
Details about the full ‘Playing to broadcaster strengths’ conference session are here.