Channel 4 joins European video advertising venture

UK broadcaster Channel 4 is investing in a new European digital ad sales partnership established by ProSiebenSat.1 (Germany), Mediaset (Italy and Spain) and TF1 (France). Each broadcaster is taking a 25 percent stake in the business. 

Launching in early-2018, the London-based European Broadcaster Exchange (EBX) will address demand from the advertising industry for pan-European video campaigns at scale. The involvement of Mediaset, TF1 and ProSieben has already been approved by European competition authorities. Channel 4′s participation is also subject to competition and anti-trust approval. 

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