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The aim is to strengthen the addressable offer of the advertising sales-house, thanks to the planning and allocation tools of the Italian data-driven company.

The two companies will maintain an independent presence in the market.

Milan, March 31st, 2020 – The Mediaset Group continues to invest in technology and innovation, looking to the future. Publitalia ’80 has acquired Beintoo, one of the most advanced Italian data-driven companies, intending to strengthen its adtech strategy.

The operation will contribute to the construction of the addressable offer of all the Mediaset Group advertising concessionaries with the strategic objective of accompanying the consumer through all the touchpoints of the customer journey. The agreement also completes the concessionary’s omnichannel approach, thanks to Beintoo’s planning and allocation tools.

The two companies will work side by side, maintaining an independent market presence and supporting the media company’s advertising concessionary with complementary services and products. In particular, Beintoo will contribute to Publitalia ’80’s strategies with its proven know-how in collecting, managing and processing data in full compliance with Italian and European regulations and consumer protection. Besides, it will make available innovative technologies and proprietary platforms for location intelligence analysis and omnichannel measurements.

There are also benefits for Beintoo, which will have wider access to first-party data (navigation and behavioural information) with the opportunity to distribute location intelligence products on a larger scale, as well as support the strategies of the Mediaset Group in its international growth.

“Publitalia ’80 strongly believes in innovation and continues in this direction to offer new advertising and marketing solutions to brands that turn to the Mediaset Group for their communication. The partnership with Beintoo is a further confirmation of our strategy, even in a sensitive moment like the one we are going through. The acquisition of this new partnership allows us to be even stronger and add value to our integrated offer, including new platforms, data and technologies that will allow our advertisers to communicate with their consumers in an increasingly effective way,” comments Stefano Sala, CEO of Publitalia ’80.

“We are excited about this new project. Publitalia’s entry as an industrial partner allows us to implement a longer-term strategic plan on the collection and analysis of behavioural data and the consolidation of the location intelligence platform. The agreement, which provides for the presence of management in the shareholding structure, represents greater scalability of our offer and will accompany us in a plan of internationalization. For the benefit of our clients and the marketing and advertising industry,” says Andrea Campana, CEO Beintoo.

“The benefits of the operation are intended to strengthen the cross-media synergies that already involve our addressable media. I mean TVs connected through Publitalia’s ADD+ formats, the Mediamond digital network, the Digital Out of Home network and digital radio with Max  (Mediamond Audio Exchange). The collaboration with Beintoo will allow us to have at our disposal advanced tools to identify the best strategies for our campaigns and to be even more effective and efficient towards our users. Our users will receive messages increasingly linked to their interests and passions, and towards our advertisers, who will be able to maximize their advertising investments, communicating only with their target audiences”, adds Paola Colombo, General Manager Adtech & Business Development Publitalia ’80.