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.
ITV’s streaming service is to release episodes of popular reality shows early before their screening on ITVBe.
The ITV Hub is to offer viewers an enhanced selection of drama, documentary and reality TV.
Advertising revenues at ITV fell by 42% in April as demand was hit by the Covid-19 pandemic.
ITV Hub has seen an increase in both reach and hours consumed during the first three months of 2020.
ITV has announced significant growth in audiences during 2019 for its online ITV Hub, but the celebrations were short lived when the player crashed at the start of the winter series of Love Island.
ITV says it plans to grow ITV Hub’s registered users to 30 million by the end of 2021.
Britbox, the ITV-BBC Netflix killer, is on course for launch later this year.
ITV has signed an exclusive licensing agreement with Amobee for end-to-end programmatic buying and selling of premium video inventory on VOD service ITV Hub.
Britain’s public broadcasters are in exploratory talks on creating a UK rival to Netflix and Amazon Prime Video.