RTL Deutschland groups international ad-tech in one unit under Martin Hoberg

Broadcaster RTL Deutschland is bundling its ad technology activities in one new unit led by Martin Hoberg as chief international AdTech officer.

Martin Hoberg

The new unit will coordinate and strengthen the cooperation and further development of the company’s international ad tech investments, RTL said.

Hoberg will step down from his current position as RTL Deutschland’s Chief Strategy Officer to take up his new role. He previously held various ad sales and strategy positions at Bertelsmann and RTL Deutschland, starting in 2008.

Smartclip and its subsidiary Realytics (France), as well as Yospace (UK) and the 50%-owned SQL Services, will continue to operate in the market as independent companies.

RTL said it viewed advertising technology is an international growth area and a key component in the transformation of its core business. The aim of the new unit is to actively promote ad-tech technology and help shape its future.

RTL’s ad tech investments encompass a range of areas, including server-side dynamic ad insertion, ad serving, supply side platforms, addressable TV, media booking systems and attribution technology.

Its ad-tech units are now mostly leveraged by external partners. Yospace generates the majority of its revenue outside Europe, and Smartclip’s ad serving, SSP and ATV technology – acquired in 2016 – is used by clients across Europe.

RTL Group’s international ad tech business is operationally managed by RTL Deutschland which claims to now operate independently of international competitors in the ad-tech area.

Speaking about his new role,  Hoberg said: “Advertising technology and sales have been priority areas of mine for over a decade. I’m very much looking forward to focusing on the further development of our ad tech companies and continuing to work with our excellent colleagues and teams.”

Matthias Dang, Co-CEO of RTL Deutschland, said: “Martin has long been a valued partner for me when it comes to strategic ad tech issues. He has close ties to our investments and, from RTL Deutschland’s perspective, is therefore the ideal person to further expand our activities. I look forward to continuing our collaboration.”