ITV deploys Amobee tech to deliver programmatic advertising

Carolyn McCall

UK commercial broadcaster ITV has unveiled an exclusive UK and Ireland licensing agreement with global digital ad tech company Amobee, for end to end programmatic buying and selling of premium video inventory on VOD service ITV Hub.

The partnership will enable ITV to launch a fully programmatic advanced advertising platform that allows advertisers complete control over the purchasing of their campaigns on the ITV Hub. ITV says this means clients will have the best of both worlds – the ability to achieve mass reach across ITV’s portfolio of linear channels alongside targeted addressable advertising on the Hub. “This agreement enables ITV to respond to our customers’ needs of frictionless targeted advertising in a brand safe environment,” said ITV CEO Carolyn McCall.

The ITV Hub currently has 28 million subscribers, with 79% of all 16-34 year-olds in the UK registered on the service. The platform has seen a 32% increase in viewing in the past year with over 446 million hours of online viewing.