ITV is aiming to increase its share of the burgeoning addressable TV market by signing a partnership with adtech firm Amobee to deliver “end-to-end programmatic buying and selling of ads” on the ITV Hub.
The company has fiercely resisted going in to partnership with Sky’s AdSmart system, which was first launched in 2014, and claims it now has its own, full adtech “stack”, including data management platform, ad server, and demand- and supply-side platform capabilities.
The stack will be linked with other data and technology, including Barb audience data and the CARIA ad campaign management platform. ITV said it will give brands and agencies “total control”, allowing them to choose audiences and book ads programmatically on an automated basis with a “simple-to-use dashboard”.
It claims that advertisers will get the “best of both worlds” – mass simultaneous reach across linear channels and “targeted, data-driven addressable advertising on the Hub”.
The Endeavour, Vera and Love Island broadcaster claims that the Hub has more than 28 million subscribers, including 79% of all 16- to 34-year-olds in the country are registered on the service, and viewing is up by a third.
ITV chief executive Carolyn McCall said: “This agreement enables ITV to respond to our customers’ needs of frictionless targeted advertising in a brand safe environment complementing what they currently do on our channels.
“It accelerates the strategic development of our VOD advertising capabilities and provides a technology platform that will enable ITV to create an industry standard for VOD to match the established system for linear advertising.”
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