Channel 4’s digital innovation chief Jon Lewis talks 'joining the creative & commercial dots' with branded content extensions and interest-based ad targeting
Channel 4 is on the hunt for a dozen brand partners to work with on its first wave of interest-based ad targeting trials for 4oD.
The broadcaster expects to phase out genre-based ad selling in the next few years, predicting that more than half of all 4oD ads will likely be sold via demographic and interest-based targeting by 2016.
Speaking to The Drum, Channel 4’s head of digital partnerships and innovation Jonathan Lewis, said it is now looking to bring on “a dozen or so” advertisers to pilot interest-based ad targeting methods and has already begun talks with agencies.
“Last year Read full story ›
Source: The Drum
