MagentaTV opens premium inventory for programmatic advertising bookings

Deutsche Telekom is significantly expanding the marketing opportunities for its streaming platform MagentaTV: From now on, advertisers and agencies can invest programmatically in the provider's advertising campaigns for the first time.

The offer becomes particularly attractive through exclusive sporting events such as the FIFA World Cup 2026.

Access to high-quality TV environments

With its new AdTech infrastructure, Telekom is responding to the changing media landscape. "Streaming and CTV are no longer secondary channels, but premium environments with brand reach, relevance, and target group precision," emphasizes Dr. Jörg Richartz, Vice President Sales & Marketing TV at Telekom.

Programmatic booking allows companies to use their own data and innovative targeting options.

World Cup 2026 as a reach highlight

The FIFA World Cup 2026 holds a special place. MagentaTV will show a total of 104 individual matches, 44 of which will be exclusive to the platform.

Up to twelve hours of live content are offered per match day – an environment that promises advertisers comparable effectiveness to classic TV while allowing for more precise targeting.

Expansion with FAST channels

MagentaTV's offering is continuously being expanded: Starting in December, a comprehensive portfolio of FAST channels (Free Ad-supported Streaming TV) will be launched.

By the time of the World Cup, the offering is expected to grow to up to 40 channels covering film, entertainment, docutainment, sports, and lifestyle. These channels will complement the established MagentaSport sports offering and MagentaMusik content.

Tailor-made advertising solutions

Marketing is handled by a specialized team at Telekom, which offers various advertising formats: from classic TV and CTV spots to high-impact special advertising formats and individual sponsorship concepts.

“By collaborating with other strong partners like Equativ, we are creating a marketing ecosystem that will unlock the efficiency of programmatic technologies for us,” explains Richartz.

The new marketing strategy positions MagentaTV as a modern advertising platform that combines premium content with the advantages of digital targeting options.

Sierks Media / © Photo: Stephen Monterroso, Unsplash