UK commercial broadcaster ITV has partnered with Amobee to develop an addressable TV network on the ITV Hub.
It has signed an exclusive UK and Ireland licensing agreement with the ad-tech firm to deliver end-to-end programmatic buying and selling of premium video inventory.
As a result, the broadcaster will unveil a buying platform for advertisers keen to appear on the ITV Hub. It said that advertisers will get the "best of both worlds" – mass simultaneous reach across linear channels and "targeted, data-driven addressable advertising on the Hub".
Hoping to ease the buying concerns of advertisers, it has created a single dashboard for the process. To tempt them into the ecosystem, ITV is touting that the hub has more than 28 million subscribers – including 79% of all 16-34 year olds in the country are registered on the service, it claimed – and viewing is up a third.
Carolyn McCall, chief executive of ITV said: “This agreement enables ITV to respond to our customers’ needs of frictionless targeted advertising in a brand safe environment complementing what they currently do on our channels.
“It accelerates the strategic development of our VOD advertising capabilities and provides a technology platform that will enable ITV to create an industry standard for VOD to match the established system for linear advertising.”
Kelly Williams, managing director of commercial at ITV, added: “This brings the functionality that’s previously only been available on large social platforms to the ITV Hub – offering addressable, targeted advertising around premium content.
"Our exclusive licence to use Amobee’s technology and develop it to best serve the needs of advertisers enables us to create our own platform, and as that rolls out we’ll look to invite other broadcasters to join.”