Advertisers will enjoy greater transparency, control, and measurable outcomes across Channel 4’s inventory via Adform’s media buying platform.
It follows a new agreement with the PSB that significantly enhances programmatic access to Channel 4’s premium Broadcaster Video On Demand (BVOD) inventory.
Channel 4 was reacting to increased demand by advertisers for accountable reporting and flexibility to optimise omnichannel performance.
William Jones, Senior Director of Advanced TV and Omnichannel Activation, Adform, said: “Channel 4 is a leading force among UK broadcasters that are propelling outcomes for advertisers. We’re delighted to cement this partnership and support Channel 4 and its advertisers in getting the most out of their premium video media buys with unprecedented programmatic control, comprehensive reporting, and scalable omnichannel results.”
Alex Wright, Programmatic & Data Leader at Channel 4, added that the broadcaster was committed to evolving how advertisers can better engage with its viewers on its on demand service. “Partnering with Adform allows us to offer greater flexibility and scale through programmatic buying, while ensuring our values around transparency and brand safety remain firmly in place. The result will see more effective advertising experiences for our audiences as well as more revenue opportunities for our brand and agency partners.”
