18 January 2023
Rai Pubblicità, the advertising sales house of Rai, Italy’s largest public broadcaster, recently announced a new technological partnership with smartclip. Accordingly, Rai Pubblicità will benefit from the smartclip adtech stack to monetise its digital advertising channels.
The technical framework is based on smartx — smartclip’s holistic full-stack ad serving and SSP sales house solution. The framework enables Rai Pubblicità to deliver video, display, audio, rich media, and native ads across the Rai web offering and smart TV apps (RaiPlay, RaiPlay Sound, Rai.it, Rai News, and Rai Sport). smartclip’s adtech solutions — custom-tailored for the needs of European broadcasters — enables Rai Pubblicità to remain in complete control of their data and inventory.
Rai Pubblicità extensively tested the tech offering throughout 2022 and achieved significant success especially during live broadcasts of major events that generate high traffic peaks. This included the Sanremo Festival (an Italian song festival that inspired the Eurovision Song Contest), as well as the Winter Olympics and the men’s football World Cup.
The international tech division of smartclip will provide comprehensive support to Rai pubblicità and the broadcaster will have influence on the future technology development roadmap at smartclip. Additionally the smartclip local Italian team, which will become part of the newly formed RTL AdAlliance during 2023, will provide direct support.
Rai Pubblicità’s commitment to the smartclip adtech stack is testimony to how smartclip has become a trusted tech provider for European broadcasters. The smartclip technology suite combines the strengths of European broadcasters in traditional linear TV with advanced advertising solutions across Addressable TV, Connected TV, online video, and digital audio advertising.