The European Broadcaster Exchange (EBX), a joint venture from Mediaset, Mediaset España, ProSiebenSat.1 Media, TF1 Group, and Channel 4, has joined forces with The Trade Desk to give advertisers access to the ‘largest’ single source of premium broadcast video-on-demand.

The deal will enable The Trade Desk’s customers to purchase programmatically from EBX’s inventory of 800m video views. It will also help EBX to enhance its programmatic capabilities, drive revenue, and improve advertiser and consumer experience, as it looks to expand beyond the UK, France, Germany, Spain, and Italy.

“We’re thrilled to be collaborating with The Trade Desk, a company that shares our passion and vision for the future of Connected TV,” said Sukhdev Poonian, director of operatios at EBX. “Our partnership will unlock the true power and value of broadcast video, and the ‘international marketplace’ it will create is sure to delight brands, broadcasters, and consumers alike.”

The Trade Desk will cover technical support surrounding campaign setup, client consultation, and best practice guidance, while collaborating around consumer-led product development and extending new offers to the marketplace.

“Through our partnership with EBX, we’re privileged to gain access to some of the safest, best quality inventory out there, allowing brands to run premium campaigns at huge scale,” said Joel Livesey, director of partnerships EMEA at The Trade Desk. “What’s more, it enables brands to think about their media in a global, cross-channel way, unlocking an international view that exists nowhere else. This is only the beginning, and we’re excited to see what’s next.”