European Broadcaster Exchange

What European Broadcaster Exchange does

European Broadcaster Exchange, operating under the trade name MFE Advertising and legally incorporated as MFE ADVERTISING SPA, is the international sales house owned and operated by MFE-MEDIAFOREUROPE, the largest commercial broadcaster across Italy, Spain, Germany, Austria and Switzerland. Founded in 2018 and headquartered in Milan with offices in London, Paris, Unterföhring (Munich) and Madrid, the company acts as a single pan-European coordination point for advertisers and media agencies seeking cross-border campaigns. Its platform aggregates premium advertising inventory from a network of strategic partners that includes Mediaset (Italy and Spain, via Publitalia '80 and Publiespaña), ProSiebenSat.1 (Germany and Austria, via Seven.One Media), TF1 (France, via TF1 Pub), Channel 4 (UK, via 4Sales), Global (UK), IMPRESA (Portugal) and DOOH specialists Mediatransports, Mediamond, Eisbach.media and BackLite UK.

The product surface covers eight media types — linear TV, CTV/BVOD/OTT, digital, social, radio, digital audio, OOH and print — distributed through country-specific sub-brand sales houses. The underlying platform architecture integrates these local sales houses into a unified inventory, offering both direct and programmatic buying with contextual and data-driven targeting, plus a Marketing & Research layer for unified cross-country measurement and analytics. The aggregated portfolio totals 270 TV brands, 28 BVOD/OTT brands, 745 digital brands, 235 radio and digital audio brands, 12 print brands and 16 OOH brands across 15+ European markets, with reported local audience shares of 15–42% in each major country.

MFE Advertising operates a sales-led B2B go-to-market, monetising through advertising sales commissions and margins on cross-border media placements for international advertisers and media agencies. Pricing is not publicly disclosed and is provided on a campaign-specific basis across direct and programmatic channels. Dedicated sales teams in Milan, London, Paris, Unterföhring and Madrid support clients across the markets served.

Name

European Broadcaster Exchange

Legal name

MFE ADVERTISING SPA

Website

https://ebx.tv

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

European Broadcaster Exchange (MFE Advertising) is the international sales house of MFE-MEDIAFOREUROPE, aggregating TV, BVOD, digital, radio, audio, OOH and print inventory across 15+ European markets into a single pan-European platform for international advertisers and media agencies.

Ownership category

akta.pro rank

Product category

Pan-European TV & Digital Advertising Sales

NAICS

Advertising Agencies (54181), Media Buying Agencies (54183), Media Representatives (541840)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

OOH Media Planning, Buying & Inventory Aggregation (BPAFALAJ)

akta.pro secondary industry

Large-Format / Spectacular OOH (Building Wraps, Digital Spectaculars) (MPAAAKAF)

Keywords

• Pan-European advertising
• TV advertising sales
• Broadcast advertising sales
• Cross-media advertising
• Programmatic advertising

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Advertising Sales House Revenue: MFE Advertising operates as a sales house representing major European broadcasters and media groups. Revenue is generated through the sale of advertising inventory across multiple media types (TV, BVOD, digital, radio, OOH, print) to advertisers and media agencies seeking pan-European reach. The company coordinates cross-border advertising campaigns and provides both direct and programmatic solutions.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

MFE Advertising operates as a pan-European advertising sales house, selling advertising inventory on behalf of major European broadcasters and media groups. It offers international advertisers and media agencies centralized access to inventory across eight media types (linear TV, BVOD/OTT, digital, social, radio, digital audio, OOH, and print) in more than fifteen European markets, with both direct and programmatic solutions supported by contextual and data-driven targeting.

Product overview

MFE ADVERTISING operates as a pan-European advertising platform with a multi-module architecture, offering centralized access to media inventory across eight media types (linear TV, CTV, digital, social, radio, digital audio, OOH, and print) through country-specific sales house sub-brands. In Italy, Publitalia '80 handles TV advertising while Digitalia '08 manages radio/digital audio and Mediamond covers digital/print editorial. Germany features Seven.One Media (TV/BVOD) and Eisbach.media (DOOH). France includes TF1 Pub and Mediatransports. The UK portfolio spans 4Sales (Channel 4), Global (radio/outdoor), and BackLite UK (digital OOH). Austria is served by ProSiebenSat.1, Spain by Publiespaña, and Portugal by IMPRESA/SIC. The platform provides both direct and programmatic solutions with contextual and data-driven targeting capabilities, enabling international brands to execute cross-border campaigns through a single point of contact.

Differentiator

Problem solved

Functional benefit

Products and services

• Publitalia '80 Italy's leading advertising sales house, 100% owned by the Mediaset Group. Offers advertising opportunities across Mediaset's FTA generalist and thematic channels, ranging from spot campaigns and special ads on linear TV to addressable formats on connected TV sets. Serves advertisers and agencies seeking Italian TV/BVOD inventory via the MFE Advertising platform.
• Digitalia '08 Reach-leading radio and digital audio advertising sales system in Italy, including stations Radio 105, Radio Montecarlo, Radio 101, and Virgin Radio. Also serves as the exclusive sales house for Serie A football matches aired on DAZN in Italy and for Supertennis, the free-to-air channel of the Italian Tennis and Padel Federation. Available through the MFE Advertising pan-European platform.
• Mediamond Sales house for digital and print editorial properties in Italy, with a portfolio that includes a DOOH network in Milan and third-party websites. Provides digital and print advertising access via the MFE Advertising platform.
• Seven.One Media Germany's leading TV sales house and subsidiary of ProSiebenSat.1 Group. Offers advertising access to the group's German media brands across linear TV and BVOD, addressable TV formats, premium online verticals, and digital audio. Accessible via MFE Advertising for pan-European campaigns.
• Eisbach.media Digital out-of-home (DOOH) advertising specialist across Germany, focused on high-traffic areas such as mobility hubs, malls, premium formats, and urban centres. Network includes over 520 locations and 3,800 screens reaching more than 5.6 million contacts weekly. Available through MFE Advertising's German offering.
• TF1 Pub Sales house of Groupe TF1, France's leading TV group. Portfolio covers TF1 (the first national TV channel), thematic free and pay TV stations, the TF1+ BVOD platform, radio networks, and segmented TV formats. Accessible to international advertisers via MFE Advertising.
• Mediatransports Leading French outdoor advertising sales house dedicated exclusively to transport (metro, bus, tramway, and stations). Markets advertising spaces for nearly 4,000 advertisers through partnerships with public transport networks including RATP and SNCF. Accessible via MFE Advertising's French portfolio.
• 4Sales Advertising sales arm of Channel 4 Corporation, offering advertising opportunities across Channel 4's TV and BVOD platforms — Britain's commercially funded public service broadcaster known for innovative content among young, upmarket audiences. Offer is complemented by UKTV stations and other thematic channels, accessible through MFE Advertising.
• Global Radio and outdoor leader in the UK, reaching over 51 million individuals weekly. Radio offer includes Heart, Capital, LBC, Classic FM, Smooth, and Gold; outdoor covers 253,000 sites across the country. Accessible via MFE Advertising's UK portfolio.
• BackLite UK Leading large-format digital out-of-home media company in the UK spanning more than 85 iconic locations with over 80 screens and 4.5 million weekly reach. Specializes in attention-grabbing campaigns in high-traffic urban areas, accessible via MFE Advertising.
• ProSiebenSat.1 Austria Local broadcast of ProSiebenSat.1 TV channels in Austria with bespoke national newscasts and dedicated advertising breaks. Includes the BVOD app Joyn and local stations aimed specifically at the Austrian audience. Accessible through MFE Advertising's Austrian offering.
• Publiespaña Advertising sales house of Mediaset España, Spain's leading commercial audiovisual group. Offer includes two mainstream TV channels and free-to-air thematic stations, an online portfolio including the Mediaset Infinity BVOD platform, and a DOOH network. Accessible via MFE Advertising's Spanish portfolio.
• IMPRESA / SIC Largest TV broadcaster in Portugal, home to SIC (the biggest mainstream channel) plus SIC Internacional, SIC Notícias, SIC Radical, SIC Mulher, SIC K, and SIC Caras. Advertising inventory accessible via MFE Advertising's Portuguese offering.

Quantifiable outcome

• 270 TV brands, 28 BVoD & OTT brands, 745 Digital brands, 235 Radio & Digital audio brands available across portfolio
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core and minor.

• Mediaset (Italy)coreStrategic or Co-development PartnerMediaset is a core media partner in Italy, represented through Publitalia '80. MFE Advertising offers access to Mediaset's FTA generalist and thematic channels, including linear TV spot campaigns and addressable formats on connected TV sets.
• Mediaset España (Spain)coreStrategic or Co-development PartnerMediaset España is a core media partner in Spain through Publiespaña, Spain's leading commercial audiovisual group. The partnership includes two mainstream channels, free-to-air thematic stations, Mediaset Infinity BVOD platform, and a DOOH network.
• ProSiebenSat.1 (Germany)coreStrategic or Co-development PartnerProSiebenSat.1 Group is one of the largest private media companies in Europe. Through Seven.One Media, MFE Advertising offers access to the group's German media brands across linear TV and BVOD, including state-of-the-art addressable TV formats, premium online verticals, and digital audio.
• ProSiebenSat.1 (Austria)coreStrategic or Co-development PartnerProSiebenSat.1 TV channels are broadcast locally in Austria with bespoke national newscasts and dedicated advertising breaks. The Austrian offer includes the BVOD App Joyn and local stations aimed specifically at the Austrian audience.
• TF1 (France)coreStrategic or Co-development PartnerTF1 Pub is the sales house of Groupe TF1, France's leading TV group. The partnership includes TF1 (first national TV channel), thematic free and pay TV stations, TF1+ BVOD platform, radio networks, and segmented TV formats.
• Channel 4 (UK)coreStrategic or Co-development Partner4Sales offers advertising opportunities across Channel 4 Corporation's TV and BVOD platforms. Channel 4 is Britain's commercially funded public service broadcaster, known for innovative content targeting young, upmarket audiences. The offer is complemented by UKTV stations and other thematic channels.
• Global (UK)coreStrategic or Co-development PartnerGlobal is the radio and outdoor leader in the UK, reaching over 51 million individuals weekly. Their radio offer includes Heart, Capital, LBC, Classic FM, Smooth and Gold stations. They are also the leading outdoor media company in the UK with 253,000 sites across the country.
• IMPRESA (Portugal)coreStrategic or Co-development PartnerIMPRESA is the largest TV broadcaster in Portugal, home to SIC (biggest mainstream channel) plus SIC Internacional, SIC Notícias, SIC Radical, SIC Mulher, SIC K, and SIC Caras.
• Digitalia '08 (Italy)coreStrategic or Co-development PartnerDigitalia '08 provides the reach-leading radio and digital audio system in Italy including Radio 105, Radio Montecarlo, Radio 101, Virgin Radio. Also serves as exclusive sales house for Serie A football matches aired on DAZN in Italy and for Supertennis (free-to-air channel of the Italian Tennis and Padel Federation).
• Mediamond (Italy)coreStrategic or Co-development PartnerMediamond is the sales house for digital and print editorial properties in Italy. Their portfolio includes a DOOH network in Milan and third-party websites.
• Mediatransports (France)coreStrategic or Co-development PartnerMediatransports is one of the leading players in outdoor advertising in France and the only French advertising sales house dedicated exclusively to transport (metro, bus, tramway and stations). They market advertising spaces for nearly 4,000 advertisers through partnerships with public transport networks including RATP and SNCF.
• BackLite UKminorStrategic or Co-development PartnerBackLite UK is a leading large-format digital Out-of-Home media company spanning more than 85 iconic locations across the UK, with over 80 screens and 4.5 million weekly reach.
• Eisbach.media (Germany)minorStrategic or Co-development PartnerEisbach.media specializes in digital out-of-home (DOOH) advertising across Germany, focusing on high-traffic areas such as mobility hubs, malls, premium formats and urban centres. Their network includes over 520 locations and 3,800 screens reaching more than 5.6 million contacts weekly.

Scale indicators14 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Dentsu International: Global advertising holding company with significant media buying operations. Operates as a counterpart to sales houses like MFE Advertising across European markets, aggregating advertiser demand.
• Omnicom Media Group: Media investment arm of Omnicom Group, a global advertising holding company. Comparable as a major cross-market media buyer that sources pan-European inventory from broadcaster sales houses.
• GroupM: WPP's media investment arm and the world's largest media buying group. Acts as a major client and counterpart to sales houses like MFE Advertising, sitting on the buy-side of the same pan-European advertising spend.
• Havas Media Network: Media investment arm of Havas, a global advertising group with strong European presence. Comparable as a cross-market media buyer operating alongside and sourcing from pan-European broadcaster sales houses.
• Publicis Media: Media investment arm of Publicis Groupe, one of the 'big four' global advertising holding companies. A major international buyer that represents the agency counterpart to MFE Advertising's sales house proposition.

Direct peers

• Sky Media: Sky's advertising sales arm in the UK, monetizing premium TV, streaming, and digital inventory. Comparable as a broadcaster-operated sales house offering multi-platform advertising sales in a major European market.
• RTL AdConnect: RTL Group's international sales house, selling advertising inventory for RTL broadcasters across multiple European markets. Direct competitor to MFE Advertising as a pan-European broadcaster advertising aggregator with comparable cross-border media sales capabilities.
• Atresmedia Publicidad: Advertising sales house of Atresmedia, Spain's second-largest commercial broadcaster. Direct peer to Publiespaña in the Spanish ad-sales market, representing a comparable TV-led advertising portfolio for advertisers.
• TF1 Publicité: Sales house of Groupe TF1, France's leading commercial TV group. Comparable to Publitalia '80 but in the French market; also partner of MFE Advertising for France, illustrating the dual role of being both peer and partner under the same value proposition.
• ITV Commercial: Sales house for ITV, the UK's largest commercial broadcaster. Comparable to Channel 4's 4Sales as a UK broadcaster sales house competing for pan-European advertising budgets alongside EBX's UK partners.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/ebx-european-broadcaster-exchange

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about European Broadcaster Exchange