27 February 2026
During Cannes Lions 2026, Gloria Eichler, CPO at smartclip, Martin Hoberg, Chief International Adtech Officer at RTL Deutschland, and Frank Vogel, CEO at Ad Alliance DE, gathered on the RTL Beach to discuss how broadcasters can bring linear TV and digital video closer together through converged technology and trading models. The session examined the evolving relationship between traditional television and Connected TV (CTV), arguing that while viewing habits continue to shift, linear TV remains a critical driver of broadcaster revenue. Rather than treating the two channels separately, speakers outlined a vision for a unified Total Video approach that simplifies planning, delivery and measurement across linear TV, CTV and online video.
The discussion also looked at the technology required to make this convergence possible. Speakers demonstrated how real-time decisioning, audience data, and unified reporting can help broadcasters move beyond siloed workflows towards a single campaign model that improves flexibility and efficiency for advertisers. Drawing on early beta implementations in Germany, the panel reflected on the practical challenges of introducing a new trading model, including organisational alignment, market adoption, and the importance of industry collaboration. While acknowledging that the transition will take time, the session highlighted convergence as a long-term direction for the television advertising ecosystem.
Lee is the Marketing Specialist Europe at smartclip and is responsible for content writing, editing, social media, and creative support across the department and company. Originally from the United States, Lee graduated from the University of Cincinnati, where she received a Bachelor of Fine Arts degree in Electronic Media. Before joining smartclip, she has worked with various organisations managing social media accounts and assisting in the video and audio production processes.
Lee Richter
Marketing Specialist Europe
