ITV has extended its relationship with Yospace, the server-side ad insertion (SSAI) pioneer, for targeted advertising on live channels in ITV Hub.
The companies have together played a fundamental role in developing SSAI technology, having first collaborated in 2011 and providing its first public demonstration for live streams at IBC 2012. The extension runs until 2022 and will mark over a decade of collaboration and innovation in SSAI.
SSAI on ITV Hub’s live channels was first launched for the 2015 Rugby World Cup and has since been applied on many major sporting events, including UEFA Euro 2016, 2018 FIFA World Cup football and Guinness Six Nations Championship rugby, as well as Saturday night entertainment highlights such as The X Factor, I’m A Celebrity…Get Me Out Of Here! and Britain’s Got Talent.
This new phase of collaboration sees ITV extend the reach of SSAI to Connected TVs.
ITV is also adding new user features such as ‘Start Again, to further enhance the viewer experience among ITV Hub’s 30 million subscribers.
Tim Sewell, CEO at Yospace, said: “The Yospace team are immensely proud of our partnership with ITV which has now been extended into its 7th year of production. We look forward to continuing our collaboration to innovate and unlock the full potential of addressable advertising at true scale as a result of the explosion in OTT and particularly Connected TV consumption.”
Vinay Gupta, Senior Solutions Architect ay ITV added: “Addressable advertising is the core theme to any new products that we build in ITV and we are constantly challenged to deliver and innovate in this space, Yospace is definitely a key technology partner and is helping us to meet these expectations with flying colours. Our partnership with Yospace is long-term, strategic, and at times hugely tech-savvy but in the end, we do take great pride in saying that we are building the future together.”