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EC green light for ProSiebenSat.1-TF1-Mediaset JV

ProSiebenSat.1The European Commission has given a green light to the joint venture to be created by ProSiebenSat.1, TF1 and Mediaset to jointly market advertising around digital video. 

The EC said that the JV did not raise competition concerns as it would have a very limited impact on the structure of the market in Europe.

The three groups teamed up in June to launch the European Broadcaster Exchange (EBX), a new initiative designed to address advertiser demand for brand-safe environments and pan-European video campaigns.

The exchange will initially focus on programmatic video campaigns, which involves the automated and data-based management of digital ad purchases and sales.

the new company, which will be headquartered in London, also plans to form its own sales team to work alongside the automated trading platform for digital video ads.