Equativ, the independent media platform, is further strengthening its strategic partnership with Deutsche Telekom to enhance advertising capabilities across MagentaTV, Telekom’s entertainment and streaming platform, and the German media rights holder for the FIFA World Cup 26.

Under the new agreement, Equativ will serve as MagentaTV’s exclusive ad server and first programmatic partner, enabling dynamic ad decisioning and addressable TV experiences across live, on-demand, and sports content – including MagentaSport.

James Grant, SVP, Advanced Television at Equativ, commented: “In a fast-paced streaming market, this partnership marks an important step for connected TV in Europe. Equativ is helping brands connect with premium audiences at scale, across trusted broadcasters like Deutsche Telekom. By combining MagentaTV’s reach with our interoperable platform, we’re enabling new opportunities for advertisers to plan, activate, and measure campaigns with confidence and precision.”

Through this collaboration, MagentaTV integrates Equativ’s privacy-first ad-serving and programmatic infrastructure to offer advertisers advanced targeting, measurement, and campaign optimisation capabilities while maintaining a seamless, viewer-friendly experience.

D. Jörg Richartz, Vice President Sales & Marketing TV at Deutsche Telekom added: “MagentaTV continues to innovate in how we deliver both content and advertising experiences. With more than 5,5 million TV customers in Germany, the platform is maintaining strong momentum following its success during UEFA Euro 2024 and is well positioned as we approach the FIFA World Cup 26. By partnering with Equativ, we’re ensuring that our advertisers benefit from advanced and creative solutions while viewers enjoy more personalised and relevant ad experiences. The partnership enables Equativ’s sales team to directly activate MagentaTV’s premium CTV and digital video inventory, connecting advertisers with millions of engaged viewers in German households. Through both programmatic and direct deals, advertisers gain a transparent and efficient way to reach high-value audiences, supported by dynamic ad decisioning, unified campaign management, and access to Deutsche Telekom’s rich audience segments.

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Categories: Advertising, Articles, Connected TV

Tags: CTV, Deutsche Telekom, Equativ, World Cup