European Media Marketplace opens

Our top story: a coalition has launched the European Media Marketplace, linking media owners, data companies, telcos, retailers and adtech partners.

“Our top story: a coalition has launched the European Media Marketplace, linking media owners, data companies, telcos, retailers and adtech partners. The aim is campaign activation across Europe’s premium open web, giving agencies a cleaner way to buy addressable audiences at scale. For broadcasters and publishers, the move is a defensive answer to platform giants controlling data, identity and programmatic demand. If it works, European media groups get a shared commercial layer without surrendering every ad relationship to global platforms.”

Original reporting: advanced-television.com ↗