RTL AdConnect launch VMP at Cannes Lions to provide an independent alternative to US tech giants

As the advertising industry puts brand and viewer safety at the centre of Cannes Lions for another year, and Unilever questions the measurability of influencers, RTL AdConnect launches VMP – the Video Market Place – giving brands a unique gateway to a global digital ecosystem.

The VMP will give international advertisers simple and centralised access to RTL AdConnect’s entire digital portfolio, including the best TV brands and influencer content across a range of distribution platforms, TV channels, VOD platforms and YouTube.

Acting as a publisher, rather than a platform, RTL AdConnect hopes to address brand and viewer safety concerns for advertisers, providing safe access to YouTube and content that’s curated to premium standards.

VMP is the alternative programmatic platform giving advertisers access to audiences around the world, in a one-stop-shop solution, also available via managed services.

MD Stephane Coruble presents VMP as an independent alternative to the US tech giants, opening up the market to give brands and agencies more scale and real choice.

Stephane Coruble, MD RTL AdConnect: “We take responsibility as a content provider seriously and see brand safety as something we can help address. There has never been more opportunity, and more risk, for advertisers in today’s digital ecosystem, RTL AdConnect provides a simplified, global solution for brands looking for more transparency on monetisation and measurement – in addition to helping create more reliable brand safety for advertisers online.”

As part of the VMP package, RTL AdConnect will also provide the below:

  • VMP AdPremium: The best of TV in a digital video world, exclusive TV content broadcasted on VOD platforms, and a 100% brand safe environment for advertisers.
  • VMP AdFinity: Measureable and engaging influencer content, with YouTube’s most qualitative content in a brand safe environment, curated by leading multi-platform networks.
  • VMP AdExtension: Access to a quality audience network, enabling advertisers to increase reach globally across RTL Group’s digital inventory.

RTL AdConnect is Europe’s largest provider of digital and broadcast media, giving advertisers access to 160m+ consumers on a daily basis, and accumulating 80 billion monthly video views across its digital platforms. It has grown its revenue by 50 per cent over the past five years and aims to expand further across Europe and into Asia in the future.

Source: RTL AdConnect 

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