 One such example is the Ad Alliance, launched in 2017, in which Mediengruppe RTL Deutschland and Gruner + Jahr bundled the marketing of their advertising platforms.The marketing arms of the Spiegel publishing house, Axel Springer, and Funke Mediengruppe have since joined the Ad Alliance as well; its portfolio reaches over 99 percent of the German population.In 2019, Bertelsmann also boosted cooperation in the German content market by establishing the Content Alliance, headed up by Julia Jäkel.