RTL Group and ITV, the UK commercial television network, have signed an agreement to strengthen and extend their existing partnership in international advertising sales.

According to the agreement, RTL AdConnect will represent ITV on a global level outside the UK and foster closer collaboration in advertising technology. In addition, Kelly Williams, Managing Director, Commercial at ITV, has joined the Board of RTL AdConnect.

RTL AdConnect represents more than 400 first-class broadcast and digital media partners, including the RTL portfolio, ITV in the UK, RAI in Italy and Medialaan in North Belgium. RTL AdConnect helps advertisers to promote their products and services internationally or to run a big, international campaign across Europe. This is becoming increasingly important as a growing number of global advertisers see Europe now as one region – and shift to a more centralised approach to media buying for this one region with media agencies. RTL AdConnect is RTL Group’s response to this development.

“Faced with ever increasing competition from global tech giants, we are actively exploring deeper and new partnerships with other media companies across Europe,” says Bert Habets, CEO of RTL Group. “Combining the huge international reach of the leading broadcasters represented by RTL AdConnect and our ad-tech company SpotX, we aim to create a leading monetisation platform for video. This platform will be open for all broadcasters and publishers seeking an innovative, customer-friendly alternative to the global tech giants. I am delighted about the extended partnership with ITV and confident that Kelly William’s expertise and experience will benefit the expansion of RTL AdConnect.”

Kelly Williams says: “We are very pleased to continue and develop our partnership with  RTL AdConnect to provide brands around the globe the opportunity to advertise with ITV. We have collaborated with fellow UK commercial broadcasters to highlight how TV is the most brand-safe, trusted and quality advertising environment and can extend that message to Europe through this partnership. From a personal point of view, I’m delighted to be joining the board and look forward to working with the RTL team at this exciting time for TV advertising.”

Stéphane Coruble, Managing Director of RTL AdConnect, says: “After several years of working with ITV as an external business provider, we are thrilled to take the partnership to the next level and welcome Kelly Williams as a member of our Board. From now on ITV will be fully associated to the operations and strategic developments of RTL AdConnect. The leadership and experience of Kelly and the leading position of ITV in the UK will definitely reinforce our leadership in Europe and strengthen our global reach and solutions for our clients.”

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