Vinted Joins Coalition to Launch European Media Marketplace

Founding members including Vinted, Deutsche Telekom’s T Advertising Solutions, Equativ, and Orange Advertising are spearheading the project. The platform aims to connect first-party data and AI-powered activation through a centralized access point, covering channels from Connected TV to retail media. Participants emphasize that the framework is built on sovereign technology, allowing publishers and retailers to maintain control over their inventory and data while offering advertisers higher transparency.

Arnaud Créput, CEO at Equativ, described the marketplace as a necessary departure from the disconnected platforms that have historically complicated European media buying. For Vinted, the move represents an opportunity to leverage insights from its second-hand fashion platform to deliver measurable value to brands. Satya Vinnakota, Business Director of Ads at Vinted, noted that the partnership allows the company to monetize data while ensuring that member information remains under strict internal governance.

The initiative will debut in the UK, France, Germany, Spain, and Italy, with omnichannel campaigns scheduled to begin in September. By reducing intermediaries, the coalition hopes to return more value to Europe’s digital ecosystem and provide brands with reliable access to audiences in trusted environments.