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ITV opens up programmatic ads in RadiumOne partnership

ITV commercial has inked a new partnership with programmatic ad platform, RadiumOne.

As a result of the deal, ITV will launch its Ad Sync + product which will link ITV’s content to RadiumOne’s viewer capability in order for brands to effectively target specific demographics.

Available on a multi-device basis, spend will be directed using RadiumOne’s engagement, sharing and viewing data – over 30 billion sharing events per month.

Simon Daglish, ITV commercial’s deputy managing director, announced the partnership at the ITV Gala on Thursday evening.

He said: “RadiumOne’s deep understanding of cross platform ad solutions and their unique lens on audiences through sharing data, makes them the perfect partner to help us deliver further value to our advertisers across multiple platforms.”

RadiumOne is a global, programmatic marketing technology company, founded in 2009.