Advertising remains the largest contributor to media revenues – including digital. However, digitalization has fundamentally changed the possibilities, and hence the expectations, of advertisers: they want high reach, and therefore cross-media solutions and offerings from a single source. This is precisely what the Ad Alliance has guaranteed since 2017. Besides the Bertelsmann company Mediengruppe RTL Deutschland, the Spiegel Group and Axel Springer are also on board. Together they offer advertising customers integrated concepts to raise attention for their brands or products across all media channels, from print to TV to digital. A similar advertising alliance is being created in the Netherlands involving RTL Nederland; and in Germany, d-force, a successful joint ad-booking platform from the marketers of Mediengruppe RTL Deutschland and ProSiebenSat.1, has already been added.