ProSiebenSat.1 acquires programmatic ad leader

German broadcaster ProSiebenSat.1 has acquired a majority stake in advertising exchange platform Smartstream.tv, one of the major providers of video advertising space in Germany and Europe.

ProSiebenSat.1 has held a 25% stake in Smartstream.tv since 2013, which it has now upped to 80%. The deal is subject to regulatory approval.

“With annual growth rates approaching 50%, the German programmatic advertising market has demonstrated highly dynamic development. Smartstream.tv supplements our latest investment in Virtual Minds. Both companies are a perfect fit and will help us to compete in the 21^st century,” said Christian Wegner, Member of the Executive Board ProSiebenSat.1 Group.

“For us, the ProSiebenSat.1 Group is the best possible partner to help us to continue to promote the topics of multiscreen moving image advertising, real-time advertising, and targeted advertising. Our intensive and successful cooperation in recent years has more than confirmed our assessment in this regard,” said Robert Mayer-Uellner, founder of Smartstream.tv.