revolutionises programmatic TV, enabling TF1, M6 and France Télévisions to monetise their IPTV video inventory in real-time., the leading video private exchange software provider, today announces a groundbreaking development with leading European TV broadcasters – TF1, M6, and France Télévisions – to enable on-demand TV ad placements to be traded programmatically, in real-time. These partnerships signal the first opportunity for TV broadcasters to monetise their own on-demand video inventory through Real-Time Bidding (RTB) and Programmatic TV Direct – taking TV advertising to the next level. empowers premium publishers to unlock the true value of their video assets by providing them with best-in-class publisher-controlled software – allowing them to build, execute and manage their own video private exchanges according to their own bespoke set of business rules. The technology represents the second generation of supply-side platforms (SSPs) where arbitrage is replaced by direct buyer relationships. Publishers are able to recoup lost margins, eliminating intermediary parties such as SSPs and open exchanges.

“Our vision is to build a software stack to unify the buying and selling of online video and TV advertising,” commented Hervé Brunet,’s CEO and Co-founder. “It is strategic for TV broadcasters to keep control and operate their own video private exchange, maintaining a direct relationship with buyers and eliminating arbitrage and intermediaries. Internalising programmatic video monetisation is a high priority for the TV business, which is why our publisher-controlled software approach is so appealing.”

Brunet added: “For TV broadcasters, monetising on-demand inventory on the TV screen is essential as almost two-thirds (65%) of on-demand videos are viewed this way. French broadcasters are the first to embrace this next-generation software and we are proud to be part of such a groundbreaking development in programmatic. TV has always been part of’s DNA and this announcement proves our capacity to expand our programmatic offering into this channel – in France, across Europe, and beyond.”