As part of the partnership, Equativ will support Deutsche Telekom’s television and streaming platform MagentaTV in programmatic, ad server-based TV advertising in Germany.

As a first step, Equativ’s subsidiary Nowtilus, a server-side advertisement insertion platform, will help major TV broadcasters market their own inventory programmatically and in a targeted manner on MagentaTV.

Additionally, Equativ will also support work on other Deutsche Telekom businesses, such as MagentaSport. 

Deutsche Telekom has engaged its corporate venture unit T.Capital in the initiative as well as Equativ’s majority shareholder, private equity firm Bridgepoint.

Dr Jörg Richartz, vice-president sales and marketing TV at Deutsche Telekom, said: “Our partner Nowtilus is a central component in our technical infrastructure for addressable TV. The fact that we are now underpinning our commitment with a strategic investment in the parent company shows how convinced we are of their solutions.

“In the future, we would like to further intensify our relationship with Equativ. For our own offerings such as MagentaSport or the planned FAST channels on MagentaTV, we are currently examining how we can integrate and use their digital product range even more.”

Arnaud Créput, chief executive at Equativ, said: “We’re thrilled to announce our partnership with Deutsche Telekom and MagentaTV, revolutionising programmatic TV advertising in Europe, especially in Germany.

“Committed to further innovation, this partnership opens up exciting opportunities for enhancing market-leading advertising and customer engagement products, to better support Deutsche Telekom as an advertiser through curated programmatic direct buying solutions.”