---
title: "AI Adserving & TV Measurement: how to simplify?"
description: Discover how AI and advanced measurement technologies are simplifying the complex world of TV and digital advertising.
image: https://blog.realytics.io/hubfs/Design%20sans%20titre%20(9).webp
---

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# AI Adserving & TV Measurement: how to simplify?

 Posts by Cyrille Billon   
 Jul 29, 2025

- [Home](https://www.realytics.io/)
- AI Adserving & TV Measurement: how to simplify?

On the *RTL Beach* stage hosted by [RTL AdAlliance](https://rtl-adalliance.com/) during Cannes Lions 2025, Guillaume Belmas (CEO of Realytics), Gloria Eichler (Chief Product Officer at smartclip), and Thomas Servatius (Co-CEO of smartclip) addressed three major challenges reshaping the advertising industry: 

- Measuring in an increasingly fragmented ecosystem 
- Unifying and analyzing data to unlock new opportunities 
- Using AI to streamline and accelerate operations 

A shared goal: to simplify an overly complex value chain — on both the buy and sell sides. 

 

## **Making cross-platform measurement accessible to all** 

The trio introduced the integration of [Bee](https://www.realytics.io/measurement_tv_bee/), Realytics’ cross-TV measurement technology, within [smartclip](https://smartclip.tv/)’s SSP and ad server, [smartx](https://blog.realytics.io/en/bee-integrates-smartx).   
This combination turns operational complexity into actionable insights and enables scalable, deterministic, cross-platform measurement. 

## **A new agentic AI platform for smarter operations** 

Another major reveal: [*Sidekicks*](https://blog.realytics.io/en/smartclip-launches-sidekicks-ai-platform), smartclip’s new agentic AI platform. Designed to simplify workflows and reconnect automation with strategy, Sidekicks offers a new operational paradigm. 

Throughout the session, a clear thread emerged:   
data as the engine, data sovereignty as the standard, and seamless collaboration between humans and AI — to shape the future of TV and digital advertising. 

[![Get in touch](https://no-cache.hubspot.com/cta/default/2526263/ae912172-726c-485b-ab06-d9e6b4e21149.png)](https://cta-redirect.hubspot.com/cta/redirect/2526263/ae912172-726c-485b-ab06-d9e6b4e21149)

 Mots clés : [News](https://blog.realytics.io/en/tag/news), [Technology](https://blog.realytics.io/en/tag/technology), [AI](https://blog.realytics.io/en/tag/ai)

[« smartclip launches Sidekicks - An agentic AI platform](https://blog.realytics.io/en/smartclip-launches-sidekicks-ai-platform) [Realytics integrates AI into BEE to simplify cross-media campaign analysis »](https://blog.realytics.io/en/realytics-integrates-ai-into-bee)

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