Mediengruppe RTL Deutschland is to acquire Smartclip, a German video ad tech company, for €46.9 million. For that price RTL will acquire a 93.75 per cent shareholding, with a call option to acquire the remaining share.
Mediengruppe RTL Deutschland will acquire smartclip’s businesses in Germany, the Netherlands, Scandinavia and Italy. Smartclip’s businesses in Spain and Latin America are not part of the transaction, but will continue to license smartclip’s technology and brand.
Smartclip was founded in 2008, smartclip bundles and respresents the online video advertising inventory of 700 publishers worldwide. The company bet big on connected TV advertising and went to market perhaps a little too early, while competitors focused more heavily on programmatic video advertising.
Smartclip is one of a long lines of investments by RTL Group’s in video and TV ad tech, including SpotX, a video SSP, Clypd, a programmatic TV platform, and VideoAmp, a video DSP.
Anke Schäferkordt, CEO of Mediengruppe RTL Deutschland: “The acquisition of smartclip will significantly strengthen our position as a major sales house for video advertising. In Germany the reach of our portfolio, and thus our advertising inventory, will grow substantially with this acquisition. At the same time it will strengthen our technological capabilities in Europe and offers opportunities globally for innovation in cooperation with SpotX.”
Matthias Dang, Managing Director of IP Deutschland, Mediengruppe RTL Deutschland’s advertising sales house, said: “smartclip will move us forward on two fronts: online video reach and technology. Together we will grow our share in a market that will double by 2020, according to forecasts.”
Jean-Pierre Fumagalli, CEO of smartclip, who will continue leading the company: “Mediengruppe RTL Deutschland is clearly our partner of choice – and we are looking forward to jointly developing the dynamic market for online video advertising sales with our innovative solutions and services.”