Draft:Smartclip

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smartclip is a German ad tech company founded in 2008, headquartered in Hamburg. It has been majority-owned by RTL Deutschland (a part of RTL Group) since 2016.^[1] The company provides ad serving and supply-side platform (SSP) services under the smartx brand.^[2]

smartclip was founded in 2008 by Roland Schaber and Jean-Pierre Fumagalli.^[3] Adzine reported that the company initially focused on digital video advertising solutions for publishers in Germany, later expanding into other European markets.^[4]

In 2011, the global advertising network Adconion Media Group acquired smartclip.^[5] The following year, the company introduced smartx, an ad serving and SSP sales house solution.^[6] In 2014, when Adconion was sold to Amobee, smartclip was not part of the transaction.^[7]

According to VideoWeek, smartclip was acquired by Mediengruppe RTL Deutschland to strengthen RTL’s position as a major sales house for (digital) video advertising and its technological capabilities in Europe in 2016.^[8] smartclip Spain and smartclip LATAM were not part of this transaction, but remained licensees of smartclip technology and brand.^[9] smartclip underwent further changes and merged with SpotX in 2018.^[10] In August 2019, RTL Group announced a reorganisation of its ad tech business, which saw Mediengruppe RTL Deutschland take over RTL’s European ad tech assets (except UK), bundled under the Smartclip brand.^[11]

In 2022, smartclip acquired the French measurement company, Realytics.^[12] During that same year, smartclip’s media sales division merged with RTL AdConnect and G&J iMS to form RTL AdAlliance..^[13] According to DWDL.de, following this merger, smartclip became a 100% adtech company and thus launched a new brand identity in 2023.^[14]

smartclip is headquartered in Hamburg and has additional offices in Berlin, Munich, Düsseldorf, Cologne, Rheda-Wiedenbrück, Amsterdam, and Paris.^[15]

smartx is smartclip’s ad-technology platform for European broadcasters and publishers. The platform includes:

• Ad Server: Ad inventory management with ad decisioning based on available audience and contextual data.^[16]

• Supply Side Platform: The SSP, combined with its ad server, supports programmatic RTB and direct insertion-order demand across video, audio, and display formats, with tools for managing creatives, pricing, and revenue.^[17]

• Ad Operations Tools: AdOps provides tools for viewing performance data, troubleshooting delivery issues, and managing ad campaigns.^[18]

• Integration Suite: The integration suite includes standard methods of technical integration for VMAP and VAST4.2, including CSAI, SSAI, header bidding solutions, and proprietary SDKs for multiple environments.^[19][20][21]

• Reporting and Analytics: This includes dashboard-based reporting and API access, and through BEE integration, allows first-party data measurement of TV ad exposure across linear, connected and addressable TV.^[22]

Additional Products

smartclip offers Addressable TV and Connected TV Advertising products including:

• TV Data Management Engine: allows broadcasters to utilise TV viewing behaviour data to segment audiences for digital advertising.^[23]
• Server-Side Ad Insertion: supports server-side insertion SSAI, enabling the dynamic insertion of TV spots in real-time so that broadcasters can insert ads into linear streams within OTT and IPTV environments.^[24]
• Programmatic Ad Break Replacement: enables the digital substitution of spots within a linear TV ad break via programmatic buying processes.^{[25] [26]}
• TV Attribution (BEE): includes deterministic TV ad impact measurement tools for evaluating the impact of advertising campaigns.^{[27] [28]}

In May 2022, smartclip announced the acquisition of Realytics, a French advertising technology firm focused on connecting television and digital advertising. The acquisition was intended to enhance smartclip’s capabilities in measuring the impact of TV campaigns on web-based user behaviour.^[29]

smartclip announced a technology partnership with RTL Hungary in 2025 that involved the adoption of smartclip’s smartx platform for digital and linear advertising.^[30][31]

smartclip also partnered with RTL Radio Deutschland in 2024 to deliver audio advertising on more than 530 digital streams of national and regional radio stations throughout Germany.^[32]

smartclip began integrating its advertising technology into M6 Publicité's adtech stack to support Groupe M6’s streaming revenue goal by 2028. This collaboration introduced a combined platform for streaming and Addressable TV.^{[33] [34]}

• Communicator Awards in 2025 for Brand Redesign 2025^[35]
• Communicator Awards in 2025 for Website Redesign 2025^[36]
• Creative Communication Awards Website Redesign 2024^[37]
• Creative Communication Awards Brand Identity 2024^[38]
• German Design Award^[39]
• German Design Award^[40]
• Gloria Eichler, CPO at smartclip, was selected for HORIZONT’s 40 under 40 list^[41]
• According to kununu, the company ranked among the top 5% of companies on the platform and reported a 100% employee recommendation rate over a two-year period^[42]
• IAB Gold status in Sweden for brand safety^[43]