ITV has signed an exclusive licensing agreement with Amobee for end-to-end programmatic buying and selling of premium video inventory on VOD service ITV Hub.
It means ITV will launch a new fully programmatic, premium advanced advertising platform, that allows advertisers control over the purchasing of their campaigns across the platform.
ITV says the functionality will give advertisers the best of both worlds – the ability to deliver mass simultaneous reach across linear channels, alongside targeted, data-driven addressable advertising on the Hub, appealing to a wider range of advertisers and meeting their widening requirements whilst maximising the commercial return for ITV.
Kelly Williams, Managing Director, Commercial, ITV said: “This brings the functionality that’s previously only been available on large social platforms to the ITV Hub – offering addressable, targeted advertising around premium content. Our exclusive licence to use Amobee’s technology and develop it to best serve the needs of advertisers enables us to create our own platform, and as that rolls out we’ll look to invite other broadcasters to join.”
The ITV Hub has over 28 million subscribers, with over 79% of all 16-34 year olds in the country registered on the service, and saw a 32% increase in viewing in the past year with over 446 million hours of online viewing.
