15 October 2026
Hamburg / Paris, 15 October 2026 — smartclip, RTL Group’s adtech business, is advancing agentic advertising with a new Sidekicks-powered use case developed with M6 Unlimited, the advertising sales house of M6 Group. The collaboration demonstrates how agentic AI can simplify the buying and selling of premium digital audio inventory by directly transforming a buyer’s brief into a tailored advertising product and actionable campaign workflow.
The project builds on M6 Unlimited’s adoption of smartclip’s smartx technology earlier in the year for the monetisation of its digital audio inventory across RTL, RTL2, and Fun Radio, and marks the next step in the companies’ joint development of agentic advertising technology.
Using Sidekicks, smartclip’s agentic AI technology, a buyer can describe campaign requirements in natural language, including audience, budget, KPIs, and other parameters. The technology interprets the brief against M6 Unlimited’s available audio inventory, identifying relevant pre-curated products or dynamically creating a tailored advertising product to match the buyer’s objectives. The workflow can then support subsequent steps including pricing validation, campaign booking, and reporting, with forecasting capabilities planned as part of the future roadmap.
“Agentic AI has the potential to fundamentally simplify how media is bought and sold,” said Thomas Servatius, Co-CEO, smartclip. “With Sidekicks, we are creating an intelligent layer between buyer intent and media inventory. Our work with M6 Unlimited demonstrates this in a tangible way: a brief can become a tailored media product through conversation, while the media owner remains fully in control.”
“Together with smartclip, we are exploring how agentic AI can make our premium audio inventory easier for buyers to access,” said [NAME, TITLE], M6 Unlimited. “This first use case demonstrates how we can reduce operational complexity while preserving the value of our media and the expertise of our teams.”
The M6 Unlimited use case is an important step in smartclip’s broader vision for agentic advertising, where AI agents support media discovery, product creation, campaign operations, and reporting, with human oversight at key strategic and commercial decision points.
Looking ahead to 2027, the companies plan to explore further stages of agentic media buying, from pre-booking capabilities for smaller agencies to direct agent-to-agent communication via AdCP with major agency networks. This would enable buyer and seller agents to interact directly around campaign requirements and relevant media opportunities, moving from today’s human-to-agent workflows towards a more connected agentic advertising ecosystem.
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.
smartclip is also the creator of Sidekicks, an agentic AI platform built for the media industry, which supports operational teams with a portfolio of focused agents that assist across the entire digital advertising value chain, while protecting proprietary business knowledge.
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 M6 Unlimited
M6 Unlimited is the advertising agency of the M6 Group, France’s leading multimedia group. With our 13 TV channels—including M6, France’s favorite channel, as well as W9, Gulli, and 6ter—our M6+ streaming platform, and our three radio stations, including RTL, France’s leading private radio station, as well as RTL2 and Fun Radio, we reach 94% of the French population every month. At M6 Unlimited, we push the boundaries of advertising to turn emotion into impact with one goal: to connect brands with our audience so they can stand out and establish a lasting presence. To do this, we create powerful, memorable, and tailor-made solutions: brand content, special campaigns, sponsorships, podcasts, influencer marketing, corporate partnerships, and events. M6 Unlimited. Advertising. Without limits. Learn more: m6unlimited.fr
