A new partnership between European media owners, data companies, telcos, retailers, marketplaces and adtechs has formed the basis of the new European Media Marketplace.
A group of advertisers, agencies, publishers and tech companies have come together to transform the way campaigns are activated in Europe.
The coalition includes Equativ, Experian, lastminute.com, Orange Advertising (Orange France), Vinted, Virgin Media O2, and Vodafone.
This new media marketplace is set to help connect premium media owners and data sources within one single interoperable platform, providing a single access point for advertisers and agencies.
Partners can retain full control of their inventory, data, and commercial strategy while allowing advertisers to benefit from the infrastructure, including streamlined activation, greater transparency and stronger campaign outcomes.
Arnaud Créput, chief executive at Equativ, said: “For too long, buying media across Europe has required navigating dozens of disconnected platforms, fragmented data sources and complex activation paths.
“The European Media Marketplace creates a new way forward. By bringing together premium media, trusted data and AI-powered activation within a single framework, we are unlocking the true scale and value of Europe’s open web. Our ambition is not simply to make media buying easier, but to make Europe’s premium digital ecosystem impossible to ignore.”
The new marketplace will operate through a single access point, allowing advertisers and agencies to activate their campaigns through connected-TV (CTV), display, retail media, and native – to reach audiences through channels, devices, publishers and markets.
The marketplace will look to cut out the middlemen and create direct connections between audiences and advertisers – looking to return value to Europe’s sovereign media and data ecosystem.
This follows a broader trend in tech from the EU to protect against hegemonic powers of US tech and its control of data. The EU has been pushing for ‘tech sovereignty’ to try and loosen its dependency on US cloud computing, data, and AI systems.
