Adlook, an AI-driven brand growth platform, has announced a partnership with smartclip, RTL Group’s adtech division.
The collaboration enables advertisers to tap into smartclip’s CTV, Addressable TV (ATV), and digital video inventory across Europe, enhanced by Adlook’s AI-powered attention measurement solutions.
The partnership aims to provide advertisers with a comprehensive solution that combines smartclip’s broadcast-led platform with Adlook’s attention-driven optimisation tools.
What this means is that brands can action precise, measurable audience targeting and transparent reporting while ensuring campaigns are aligned with privacy regulations.
Connected TV has become a significant channel for advertisers in Europe.
In 2024, CTV accounted for 46% of all ad views in the region, marking a 31% increase compared to the previous year.
Additionally, overall ad viewership on streaming platforms in Europe rose by 24% year-on-year in the second half of 2024.
Thus, CTV is becoming an increasingly important and lucrative channel in the European advertising landscape. So it is unsurprising, and encouraging, to see developments in this area.
The partnership promises to offer advertisers a future-ready approach to programmatic TV advertising. It also echoes a broader trend towards privacy-first, data-driven ad solutions.
As the European CTV market continues to expand, partnerships like the one between Adlook and smartclip are well-positioned to play a pivotal role in this developing field.
