The broadcaster has an active registered viewer base of 20 million viewers.
“Not many publishers have the volume of registered data that we do and that means we can offer this data matching proposition to our clients,” said Jonathan Lewis, head of digital and partnership Innovation, Channel 4, We believe this will put us another step ahead of our competition and equal the offering that you can get from the pureplay digital platforms – but within a much safer and compliant environment.”
Over 70 per cent of Channel 4’s All 4 revenue is currently generated through advertisers buying against first party registered viewer data.
Earlier this year Channel 4 launched Dynamic TV that allows targeted creative to be delivered to big screen devices including smart TVs.
Project Agora is due to go live in the autumn.