ITV has extended its agreement with Yospace to use its server-side ad insertion (SSAI) technology.
The broadcaster uses SSAI for targeted advertising on live channels within ITV Hub. The companies have worked together since 2021 and provides the first public demonstration for live streams at IBC 2012.
Tim Sewell, CEO, Yospace said: “The Yospace team are immensely proud of our partnership with ITV which has now been extended into its 7th year of production. We look forward to continuing our collaboration to innovate and unlock the full potential of addressable advertising at true scale as a result of the explosion in OTT and particularly Connected TV consumption.”
This latest extension runs until 2022, marking a decade of collaboration.
As part of the agreement ITV plans to expand SSAI to Smart TVs, seen as the fastest growing segment of OTT viewing, with BARB data showing it was used by 37.7 million UK viewers in Q1 2020. ITV also plans to add restart for its 30 million viewers.
Vinay Gupta, Senior Solutions Architect, ITV said: “Addressable advertising is the core theme to any new products that we build in ITV and we are constantly challenged to deliver and innovate in this space, Yospace is definitely a key technology partner and is helping us to meet these expectations with flying colours.”
SSAI on ITV Hub’s live channels was first launched for the 2015 Rugby World Cup and has since been applied to many major sporting events, including UEFA Euro 2016, 2018 FIFA World Cup football and Guinness Six Nations Championship rugby, as well as Saturday night entertainment highlights such as The X Factor, I’m A Celebrity…Get Me Out Of Here! and Britain’s Got Talent.
