Vinted has joined a coalition of media, telecoms, retail and advertising technology firms launching a new European advertising marketplace.
The second-hand fashion platform is one of the founding members of the European Media Marketplace, which aims to make it easier for advertisers, agencies and publishers to run campaigns across Europe’s open web.
Other founding partners include T Advertising Solutions, which is part of Deutsche Telekom, Equativ, Experian, lastminute.com, leboncoin and Kleinanzeigen, Orange Advertising, Virgin Media O2 and Vodafone.
The companies said the initiative would tackle fragmentation in media buying, audience data and campaign activation across different countries, channels and platforms.
The marketplace will connect media owners, first-party data and AI-powered activation through a single framework, giving advertisers access to campaigns across connected TV, video, display, native advertising and retail media.
It is designed to offer an alternative to closed advertising ecosystems, while allowing partners to retain control of their inventory, data and commercial strategy.
The coalition said the marketplace would reduce the number of intermediaries between advertisers and audiences, helping return more value to publishers, broadcasters, retailers, telecoms firms and data owners.
Vinted business director of ads Satya Vinnakota said: “Every day, millions of people across 25 markets in Europe use Vinted to buy and sell second-hand fashion and consumer goods.
“Joining the European Media Marketplace as a founding partner lets us turn that insight into measurable, transparent value for brands while keeping our members’ data under our own governance.”
Equativ chief executive Arnaud Créput said media buying across Europe had required advertisers to navigate “disconnected platforms, fragmented data sources and complex activation paths”.
“The European Media Marketplace creates a new way forward,” he said.
The marketplace will initially launch across the UK, France, Germany, Spain and Italy.
Advertisers that have registered interest are expected to begin running omnichannel campaigns through the platform from September.
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