Channel 4 became the first UK broadcaster to introduce its digital ad sales house to strengthen its own digital revenue growth and to combat Facebook and Google.
The new sales house will offer ad sales service to third party digital content platforms. Channel 4 has already signed BT Sport as its first digital ad sales partner.
Channel 4 will further leverage its ad technology from Freewheel including Dynamic Ad Insertion of live events, and its data strategy including data matching models to enrich ad targeting solutions for partner publishers and advertisers.
The move compliments Channel 4's advertising alliance with European TV advertising.
Jonathan Lewis, head of digital and partnership innovation said: “Next year we will provide advertisers and agencies with a large scale one-stop-shop for quality digital content which is underpinned by Channel 4’s reputation as an advertiser-safe environment, leading ad tech innovation and our award-winning viewer data strategy.
“BT Sport has arguably one of the most demanded premium dynamic ad inventory in the market with its exclusive UEFA Champions League coverage, 42 Premier League games, the Emirates FA Cup, and Premiership and European Rugby and we look forward to welcoming them and more partners on board in 2018.”
Jeremy Rosenberg, head of advertising partnerships at BT said: “We are delighted to be partnering with Channel 4 with their advance DAI solution to drive efficiencies and relevant advertising across BT Sport’s live streaming service across desktop and our award winning app.”