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Channel 4 to sell ads using ‘gamechanger’ programmatic technology

on Nov 11, 2014 | 0 comments

By Seb Joseph

Advertising around shows such as Top Boy (above) on Channel 4's VOD service will be sold through a digital ad exchange.
Advertising around shows such as Top Boy (above) on Channel 4’s VOD service will be sold through a digital ad exchange.

The broadcaster claims it will be the first in Europe to sell its programming to advertisers next year when it launches its digital ad exchange.

Agencies will be able to purchase ads on its “All 4” VOD service using segmentation data collected from users’ registrations. It is the same audience segmentation agencies currently have access to now but have only been able to but directly from the sales teams.

Channel 4’s sales teams will continue to sell VOD inventory alongside the platform. Read full story ›

Source: Marketing Week