Built by Smartclip, RTL Group’s ad-tech development unit, Smartx is an ad server and supply-side platform (SSP). Smartx enables broadcasters and publishers to offer advertisers innovative solutions for monetising their content in the most efficient and effective way possible. Through the new partnership with RTL Radio Deutschland, audio advertising spots will be delivered to over 530 digital streams of national and regional radio stations across Germany. The partnership follows Smartclip’s recent expansion of the capacities and functionalities of its ad-tech infrastructure for audio applications.

Dirk Ritters, Chief Revenue Officer at RTL Radio Deutschland, says: "The targeting and data protection capabilities of the Smartx platform enable us to integrate highly relevant and interest-based audio advertising into our digital streams while valuing the privacy of our listeners. The advanced solutions Smartclip offers continue to make attractive and consumer-centric ad experiences in trusted European media environments possible. Our TV and digital video colleagues have had great experiences and results with the platform, and this proven performance, combined with the fact that it is tailored specifically to the needs of European media companies, ensures it is perfectly suited to our requirements."

Thomas Servatius, Co-CEO at Smartclip, says: "Digital audio inventory that can be booked both programmatically and directly enables completely new avenues to connect with consumers. Digital audio advertising is very effective for growing incremental reach, which enhances brand image and recognition, and it is also particularly suited for contextual targeting, as digital delivered audio formats serve specific genres, demographic groups, and niches. An innovative and robust ecosystem that satisfies the requirements for digital audio, while also honouring European data privacy standards is essential. This solution must ensure data security and deepen the trust with the advertisers. We are delighted that RTL Radio Deutschland has entrusted us with this task.”

Programmatic audio advertising enables advertisers to engage with listeners based on interests, intent of purchase, and sociodemographic panelling. Smartx’s targeting options enable RTL Radio Deutschland’s radio stations to create relevant ad experiences for listeners without collecting or sharing personal information with third parties. As part of the agreement, both pre-roll and mid-roll spots can be booked programmatically.

The partnership reflects the recent rapid evolution of the audio market. The growing consumption of digital audio – whether online, via podcasts or via content on smart speakers – has made audio advertising an integral part of digital advertising today.