Key Points:
- Rakuten TV has consolidated all B2B services, including ad sales and FAST channel creation, under the new Rakuten TV Enterprise brand.
- The new CTVision+ platform unifies CTV inventory across Europe, offering scale, local targeting, transparency and independent verification.
- Rakuten TV says the move simplifies a fragmented CTV ecosystem, giving advertisers, publishers and content owners more confidence and control.
Rakuten TV is consolidating its business-facing operations into a single unit called Rakuten TV Enterprise, a move the company says will simplify connected TV (CTV) advertising and distribution for agencies, content owners and operators.
The reorganization announced on Tuesday is intended to influence the next phase of growth in Rakuten TV’s business-to-business (B2B) offerings, which have steadily expanded since the company first introduced services aimed at content owners and later broadened its scope to include telcos and television operators.
Rakuten TV Enterprise brings together a range of products under one umbrella, including advanced advertising tools, FAST (free, ad-supported streaming TV) channel creation and syndication, multi-platform app development and monetization services. By aligning these offerings, the company aims to streamline the relationships among advertisers, content creators, broadcasters and viewers in a market that has grown increasingly complex.
“With an emphasis on transparency, trust, and measurability, Rakuten TV says this new advertising pillar encompasses the Enterprise Ad Sales division and will offer a streamlined, integrated approach that redefines how advertisers engage with CTV,” the company said in its announcement on Tuesday.
Central to the initiative is CTVision Plus (stylized as CTVision+), a publisher collection that consolidates CTV inventory across Europe. Rakuten TV describes CTVision Plus as a platform that offers pan-European scale with local market relevance by combining brand-safe environments, advanced audience targeting, transparent buying paths and independent verification. It is intended to serve agencies and brands looking for greater simplicity in a fragmented CTV ecosystem, allowing them to launch scalable campaigns with more confidence.
The company said the consolidation will allow Rakuten TV Enterprise to connect advertisers, content and audiences more effectively, while also ensuring greater accountability across the digital video supply chain. The unified framework, it said, creates a more open and effective CTV advertising marketplace that gives brands greater control over their investments and provides measurable outcomes for publishers and content providers.
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