Seven.One Signs Criteo and Kleinanzeigen to Target TV
German broadcaster Seven.One Media is partnering with Criteo and Kleinanzeigen on new data deals designed to make its TV advertising more addressable and measurable — TV's defence against the data-rich digital platforms.
The partnerships
Seven.One Media, the advertising arm of ProSiebenSat.1, has struck new data partnerships with retail-media and commerce player Criteo and with classifieds platform Kleinanzeigen. The goal is to make its television advertising more addressable — better targeted and better measured against real audiences.
By plugging into external data sources, Seven.One is trying to give TV some of the precision that advertisers have come to expect from digital.
Why TV needs data partners
Television still delivers unrivalled reach and trust, but it has lost ground to digital on targeting and attribution — the ability to reach a specific audience and prove the ad worked. Data partnerships are how broadcasters close that gap.
Our read at Marketing Minute: linear TV's structural challenge is not that people stopped watching, but that advertisers can measure digital more easily. Tie-ups like this are TV fighting back on its weakest flank — accountability — rather than surrendering budgets to the platforms.
What advertisers should take
The lesson is that the old trade-off between reach and precision is narrowing. Addressable and data-informed TV increasingly offers broadcast-scale reach with something closer to digital-style targeting.
For media planners, the move is to re-evaluate TV on its current capabilities, not its reputation from five years ago. The channel dismissed as un-targetable is quietly becoming measurable — and that changes the maths.
Quick FAQ
What has Seven.One Media announced?
New data partnerships with Criteo and Kleinanzeigen to make its TV advertising more addressable and measurable.
Why does TV need data partnerships?
TV offers strong reach and trust but has lagged digital on targeting and attribution; data deals help close that gap.
What should advertisers take from it?
Re-evaluate TV on today's capabilities — addressable TV increasingly pairs broadcast reach with digital-style targeting.
Linear TV's problem was never that people stopped watching — it's that digital was easier to measure. Seven.One plugging into Criteo and Kleinanzeigen data is TV fighting back on its weakest flank: accountability. The reach-versus-precision trade-off is narrowing, and planners judging TV on its old reputation are missing it. — Daniel Nikolla, Founder of Merx Marketing
The reach-versus-precision trade-off is narrowing — judge TV on what it can do now, not its old reputation.
Are you writing off channels for weaknesses they've quietly fixed — like TV's lack of targeting?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Source: W&V.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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