German broadcaster ProSiebenSat.1 and the local unit of RTL Group have agreed a joint venture to enable buyers of adverts to target audiences more accurately.
The initiative seeks to take-on Facebook and YouTube, which are both ad-funded, and SVoD services like Netflix and Amazon Prime Video.
Expanding an existing ad alliance, the partners said the joint venture would run a single demand-side platform to manage automated ad sales. This offers a single interface for buyers to manage their portfolio of adverts and identify the audiences they are targeting.
With some 18 million internet-enabled TVs already in use in Germany, ProSieben and RTL estimate the the market for addressable TV and online video will be worth several billion Euros by 2022.