smartclip Integrates Realytics’ BEE into smartx, Bringing Deterministic TV Measurement to the Supply Side

Hamburg, 8 April 2025 – smartclip, the adtech business of RTL Group, has integrated BEE, the deterministic TV measurement tool developed by its subsidiary Realytics, into smartx, smartclip’s proprietary Supply-Side Platform (SSP) and ad server. This marks the first deterministic TV measurement solution available within an SSP, providing unparalleled precision in cross-TV campaign measurement. Ad Alliance Deutschland is the first client to leverage this integration, enabling new products and the delivery of enhanced reporting solutions to advertisers & agencies.

BEE is an award-winning deterministic TV measurement platform that leverages first-party broadcaster and publisher data to track and measure TV viewership and ad performance across Linear TV (LTV), Connected TV (CTV), and Addressable TV (ATV). Unlike traditional probabilistic methods, BEE provides precise, data-driven insights using HbbTV signals during linear broadcast, log-level data, and device IDs to accurately measure ad exposure. 

Ad Alliance Deutschland is now using this new integration to measure LTV, ATV, and CTV campaign performance — and setting a precedent for deterministic data-driven TV measurement in Germany. The measurement solution is now live in Germany and will be made available to additional European markets in Q2 as part of a broader regional rollout.

Gloria Eichler, CPO of smartclip, commented:

“This is a major step towards more precise and actionable TV measurement. Integrating BEE into smartx empowers media owners with the tools to enhance their reporting, develop new data-driven products, and provide advertisers with deeper campaign insights. And this is just the beginning — exposure data integration lays the foundation for future advancements, including engagement measurement and the activation of derived insights to optimise inventory and monetisation strategies. Together with Realytics, we’re paving the way for smarter, data-driven TV advertising solutions.”

Guillaume Belmas, CEO of Realytics, added:

“Integrating BEE into smartx is a major milestone in making deterministic TV measurement accessible to the supply side. Until now, deterministic measurement solutions have been limited in scale but by embedding BEE directly into smartx, we are making its powerful capabilities available to a much broader market. With seamless access to deterministic cross-TV campaign data, smartclip’s clients can enhance planning intelligence and provide advertisers with smarter, data-driven insights they may use to fine-tune their cross-TV campaigns.”

About smartclip

smartclip is the adtech business of RTL Group — Europe’s leading free-to-air broadcaster group. Our proprietary advertising technology is custom-built for the needs of European broadcasters and publishers — enabling media owners to implement smarter monetisation strategies. We are committed to delivering the most innovative ad experiences spanning in-stream, out-stream, addressable TV, connected TV, audio, and gaming — ultimately empowering brands with true cross-screen storytelling opportunities on all devices. 

Headquartered in Hamburg, smartclip has offices in Berlin, Munich, Düsseldorf, Cologne, Gütersloh, Amsterdam, and Paris.

For more information: Please visit www.smartclip.tv and follow us on LinkedIn.

About Realytics

Founded in 2014, Realytics, subsidiary of smartclip, the adtech development unit of RTL Group, has been offering a wide range of solutions to brands and their agencies wishing to measure, analyse and optimise their TV campaigns performance. In 2024, Realytics’ solution BEE (Brand Exposure & Engagement) for cross TV distribution channel measurement is Tech of the year. Realytics helps more than 650 brands in France and abroad, whatever their size and level of maturity in TV advertising, including CDiscount, SNCF Group, Leboncoin, Nespresso, Aramis auto, The Fork, La Poste Group, Ornikar, Blablacar. For more information visit www.realytics.io