Expanding European footprint

The venture’s office will be based in Amsterdam and will operate as of mid-March 2015. Both SpotXchange and RTL Nederland are owned by the RTL Group and aim to expand their footprint in Europe. In a press release Mike Shehan, CEO of SpotXchange, comments: “SpotXchange is very focused on becoming the leading video inventory management platform in Europe, and SpotXchange Benelux is an exciting step toward that goal, as it marks our first office in continental Europe.” Bert Habets, CEO of RTL Netherlands, adds: “our strategy is to always capitalise on new opportunities in the market and to keep innovating. This strategy doesn’t only concern our B2C activities, but certainly also applies to what we provide advertisers with. We are at the forefront when it comes to trading digital advertising positions and own the largest online video network in the Netherlands. This partnership with SpotXchange is the next logical step. We will profit from their technology- and data-based competencies.”

Creative capital

By setting up in Amsterdam, SpotXchange Benelux joins many other innovative advertising companies. Blippar, an American start-up specialising in augmented reality advertising, chose to establish an office in Amsterdam in 2014 because of the proximity to new and existing clients. In addition to Dutch (or partially Dutch) marketers such as Shell, Heineken and Unilever, the Netherlands is home to the international or European headquarters of multinationals including Adidas and Nike. Moreover, the Amsterdam Metropolitan Area is home to a well-developed creative industry and has an excellent digital infrastructure that draws many ICT firms to the area, providing companies such as SpotXchange with an excellent base to operate from. The Amsterdam Area consequently tops the rankings as a perfect location for international innovative start-ups.