Industry

Rainbow Group, the Italian entertainment company founded by Iginio Straffi, is expanding into the global advertising market with the launch of a new business unit designed to connect independent publishers, creators and content owners through an international advertising platform.

The move marks a further diversification of Rainbow’s business model after three decades in content creation, production and distribution, positioning advertising as a new growth driver for the Group.

The division is headed by Marco Azzani, Executive Vice President of Global Distribution and Advertising, alongside Sara Buluggiu, who joins Rainbow as Global Head of Advertising. Bringing extensive international experience in digital media, advertising and AdTech, Buluggiu will oversee the development of the Group’s advertising strategy and inventory monetization models.

Initially focused on managing Rainbow’s own advertising inventory, the new operation will gradually evolve into a broader international media platform combining the Group’s properties with selected third-party inventory. The strategy aims to aggregate audiences and advertising opportunities across multiple markets, providing brands and media agencies with more efficient access to premium, brand-safe environments while enabling independent content owners to monetize their assets without compromising their editorial autonomy.

Rainbow will leverage its international digital distribution network, including YouTube, FAST channels and Connected TV platforms, to offer advertisers access to engaged audiences across multiple screens. Alongside programmatic advertising, the new division will develop direct sales, reservation-based advertising, private marketplaces (PMPs), sponsorships and tailor-made commercial projects.

“Over the years, Rainbow Group has grown and evolved, bringing its stories and content to hundreds of millions of people around the world.” — Marco Azzani, EVP of Global Distribution & Advertising at Rainbow. "Today, we are transforming this legacy and the strength of our international presence into a valuable opportunity for brands and media partners. Our expansion into advertising is a natural evolution that allows us to unlock the full value of our premium content, engaged audiences, and global reach."

"Rainbow Group is developing an international advertising strategy built on the strength of its IPs and audiences, while embracing a broader vision. Our goal is to create a model that brings together independent publishers, creators, and content owners, combining inventory, audiences, and markets to achieve the scale major global advertisers require. For brands and media agencies, this means access to a more structured, increasingly multiplatform offering; for content owners, it creates new opportunities to monetize their content while preserving their identity and independence," comments Sara Buluggiu, Global Head of Advertising at the Rainbow Group.

The advertising expansion also complements Rainbow’s existing activities under Gian Paolo Tagliavia, EVP of TV, Digital, and Talent, who oversees branded content development and brand integration across the Group’s entertainment properties.

This area has been further strengthened by Rainbow’s recent acquisition of a majority stake in 247 Production, extending its capabilities in the creator economy, branded entertainment and content production.