Channel 4 is to become the first UK broadcaster to offer brands the option of using the Microsoft’s automated ad buying platform Xandr.
The broadcaster has added Xandr to its suite of demand side platforms.
It means advertises can automate the delivery of digital campaigns to viewers of streaming service All 4 using a bespoke self-service platform. OMG UK are launch partners and will be the first to benefit from Xandr’s innovative marketplace platform for a secure and large-scale programmatic campaign with Channel 4.
“4sales continuously strives to stay at the forefront of technological developments to give clients the optimum range of tools to reach target audiences with maximum impact,” said Fatima Dowlet, Propositions Partner, Commercial Senior Leadership Team, Channel 4. “There was a clear demand from our customers to include Invest DSP in our industry leading programmatic offering, so we listened and now welcome them to our portfolio to help advertisers buy advertising space in a way that works for them.”
Advertisers are able to target up to 28 million viewers across Channel 4’s programmatic offering using Xandr’s fully automated campaign delivery technology. Using the platform, advertisers will be able to buy inventory of both programmatic guaranteed (inventory that’s reserved for the buyer) and non-guaranteed (inventory that the advertiser can optionally buy, under a pre-negotiated price) across its full range of All 4 products.
Adam Lynch, Head of Broadcaster Partnerships at Xandr, said: “In the broadcaster space, we know that content reigns supreme, so we’re pleased to be able to connect Channel 4’s rich content library, programmatically, to buyers using Invest DSP. Through this collaboration, we’re helping our buyers make meaningful connections with their audience, in an environment where they are most engaged, while also bringing unique sets of demand from advertisers to our broadcasters.”
The broadcaster says strategic collaborations like this with Microsoft Advertising are a key pillar in Channel 4’s Future4 strategy, which drives its transformation into a digital-first PSB while retaining its distinctive brand and public service impact.