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.