ITV has announced a partnership with the identity infrastructure provider InfoSum that will allow advertisers to match target audiences against the 30 million users of ITV Hub.
InfoSum’s ‘privacy-by-design’ operating infrastructure will also allow brands to activate customised audiences across the streaming service, but without requiring any personal data to be shared.
Unlike other solutions which frequently rely on third-party IDs or the centralisation of data, the ITV and InfoSum proposition is based purely on ITV’s and advertisers’ first party data.
The agreement comes ahead of ITV’s launch of its new addressable advertising platform, Planet V, later this year.
“The application of data sets for customer segmentation, advanced media targeting and effectiveness analysis are critical processes for ITV as a broadcaster, for our unique Planet V programmatic offering and for developing deeper strategic relationships with our advertiser partners,” explained Kelly Williams, Managing Director, Commercial, ITV.
The platform will give advertisers and agencies control over the purchasing of their campaigns across the ITV Hub and allow them to optimise and monitor campaigns in real time. When added to an InfoSum integration, brands can build audiences that blend ITV’s first party data with their own data.
“With its 30 million logged-in users, ITV is bringing a premium advertising platform to market that truly challenges the walled gardens. We’re thrilled to be working with them as part of our global CTV ecosystem and look forward to helping them establish and grow their first-party offering,” said Nick Halstead, CEO and Founder at InfoSum.
In the first three months of 2020, ITV Hub has seen consumption hours have increased by 82%, while monthly reach on the platform has risen by 40%. ITV Hub plus, ITV’s ad free service, has also grown 80% since the same period last year.