ITV has unveiled Live Addressable +, extending its addressable advertising to live linear channels for the first time.
Announced at the ITV Palooza advertiser upfronts, the product makes ITV’s full suite of targeting capabilities available across live inventory on ITV1, ITV2, ITV3, ITV4 and ITV Quiz, and is exclusively bookable via Planet V.
ITV says the launch introduces “thousands” of targeting options into live broadcast, enabling buys based on factors such as life stage, income, location and shopping or auto-intent signals. Data activation will include ITV’s first-party audiences matched with partners such as Carwow and Tesco Clubcard via ITV Retail Match, with a privacy-by-design approach.
By adding live linear to addressable, ITV claims the available addressable viewing on its portfolio has trebled compared to the start of 2025, promising greater reach and more precise audience definition in a single plan.
“Since launching Planet V we’ve given brands the opportunity to define and target the audiences that are important to them on VOD, and we’re thrilled to be bringing this opportunity to our most powerful live TV content with Live Addressable +,” said Ben Allen, ITV’s Director of Commercial Strategy and Trading. “For advertisers that means both extended reach and targeting of a whole different audience as we bring addressable capabilities into live TV.”
Live Addressable + will be available as a standalone product within Planet V, allowing campaigns to run and optimise across both VOD and live linear.
