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BT Sport becomes Channel 4 digital ad partner

January 3, 2018 10.12 Europe/London By Julian Clover

Channel 4 has announced the launch of a digital ad sales house, signalling its intention to offer third-party digital content publishers a full ad sales service.

The broadcaster has confirmed BT will be its first digital ad sales partner. It will gain access to first party data, a deal on offer to other broadcaster on-demand platforms, news content publishers and multi-channel networks.

Jonathan Lewis, head of digital and partnership innovation said: “We will provide advertisers and agencies with a large-scale one-stop-shop for quality digital content which is underpinned by Channel 4’s reputation as an advertiser-safe environment, leading ad tech innovation and our award-winning viewer data strategy.

By expanding its third-party ad sales representation into the digital market Channel 4 intends to strengthen its own digital revenue growth and ability to compete with global media companies such as Facebook and Google.

Jeremy Rosenberg, head of advertising partnerships at BT said: “We are delighted to be partnering with Channel 4 with their advance DAI solution to drive efficiencies and relevant advertising across BT Sport’s live streaming service across desktop and our award-winning app.”

Channel 4 has over 16 million registered viewers to its on-demand platform All 4, including almost two-thirds of all 16-34s in the UK.

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Filed Under: Newsline, TV Tagged With: BT Sport, Channel 4 Edited: 3 January 2018 10:13

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About Julian Clover

Julian Clover is a Media and Technology journalist based in Cambridge, UK. He works in online and printed media. Julian is also a voice on local radio. You can talk to Julian on X @julianclover, or by email at jclover@broadbandtvnews.com.

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