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Media Future of TV CTV

Xandr secures first UK broadcast partner in Channel 4


By John McCarthy | Media editor

March 16, 2023 | 3 min read

US ad-buying platform partners with a top UK broadcaster to help advertisers target up to 28 million TV viewers.

Channel 4 sale on course to be scrapped

Channel 4 opens up its ad inventory on Xandr

Xandr has secured Channel 4 as its first UK broadcast partner, a big step for the Microsoft-owned adtech platform.

CTV enthusiasts will know Xandr as the firm charged with super-charging Netflix's ad pivot.

Advertisers can now buy Channel 4 programmatic inventory in All4 in a fully self-service fashion. Using the platform, advertisers will be able to buy programmatic guaranteed (inventory that’s reserved for the buyer) and non-guaranteed (inventory that the advertiser can optionally buy, under a pre-negotiated price) across its full range of All 4 products.

Fatima Dowlet, propositions partner, commercial senior leadership team at Channel 4, said: “There was a clear demand from our customers to include Invest DSP in our industry-leading programmatic offering, so we listened and now welcome them to our portfolio to help advertisers buy advertising space in a way that works for them.“

Channel 4 claims its ads are “watched fully 96% of the time” and added claims that it has 80% of 16–34-year-olds registered.

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