HBO Max partners with RTL AdAlliance ahead of its German debut in January

HBO Max will make its entry into the German market in January, as Warner Bros. Discovery appoints RTL AdAlliance as its exclusive advertising sales partner. The collaboration was unveiled during the “ONE RTL – All Platforms” showcase organized by RTL Deutschland and RTL AdAlliance.

Based in Cologne, RTL AdAlliance — the cross-media marketing arm of RTL — will work with Warner Bros. Discovery Deutschland to handle the marketing and monetization of HBO Max from launch. The deal will allow advertisers in Germany to book premium HBO Max ad inventory directly through AdAlliance starting from day one.

Further details about the partnership structure, available ad formats, and placement options are expected to be disclosed in the coming weeks.

Carsten Schwecke, CEO of AdAlliance and Chief Commercial, Technology & Data Officer at RTL Germany, emphasized that streaming remains “one of the most dynamic growth areas in video.” He added that the collaboration will unite HBO Max’s premium content with AdAlliance’s marketing expertise to deliver advertisers impactful, high-reach opportunities.

Matthias Heinze, SVP Commercial & Managing Director for Warner Bros. Discovery in Germany, Switzerland, and Austria, stated that AdAlliance’s reputation for quality and brand strength makes it an ideal partner to introduce HBO Max’s diverse catalog to German audiences while providing advertisers with compelling and trusted environments.