The European Commission has approved the joint venture to be set up by France’s TF1 Group, Germany’s ProSiebenSat.1 and Mediaset (Italy and Spain) to jointly market digital video advertising in Europe. In a statement the EC said the proposed JV raised no competition concerns in view of its very limited impact on the structure of the continent’s digital video advertising market. The European Broadcaster Exchange (EBX) initiative was first announced in June, with the three media groups seeking to address the demand for brand-safe environments and pan-European video campaigns at scale.
Headquartered in London, the new company will initially focus on programmatic video campaigns, involving the automated and data-based management of digital advertising purchases and sales before setting up a dedicated EBX sales team and an automated trading platform for digital video advertising to better compete with global competitors.
