C4 launches real-time ad bidding on All 4

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Channel 4 has confirmed the launch of All 4 Private Marketplace, a new advertising initiative that enables brands to buy digital advertising space around All 4’s 14,500 hours of content via private programmatic auction.

Channel 4 says it is the first UK broadcaster to make its inventory available through automated real-time bidding – a method that enables ad space to be auctioned in milliseconds and the highest bidding advertiser’s campaign served to its target audience.

All 4 Private Marketplace allows advertisers to target All 4 viewers in a number of different ways including by the genre they’re viewing or their demographics (eg age, gender) across all connected TV devices, mobile and desktop. Its launch offers a more flexible approach to digital advertising that enables brands to quickly upweight their investment of campaigns based on their performance or objectives in real-time.

All 4 Private Marketplace is now available to all advertisers and agency groups and supports Channel 4’s Future4 strategy to deliver 30 per cent of total revenues from digital advertising by 2025.

All 4 Private Marketplace is enabled through partnerships with demand side platform The Trade Desk and supply side platform Freewheel and is set to be integrated with Google’s DSP DV360 in the coming weeks. Channel 4 has partnered with a number of agency groups and clients at launch including Deliveroo, Dentsu International, MIQ, Omnicom Media Group UK and Publicis Media.

Verica Djurdjevic, Chief Revenue Officer, Channel 4, commented: “The launch of All 4 private marketplace represents the next generation of broadcaster digital ad innovation offering brands complete flexibility to advertise around high quality content on All 4 and improved access to our young engaged viewers. Channel 4 has always been at the leading edge of the latest ad tech available which is significantly contributing to the delivery of our Future4 strategy and digital growth as we continue to diversify new revenue streams and strike new strategic partnerships that enable us to compete more effectively.”

Phil Duffield, UK VP of The Trade Desk: “We are thrilled to partner with Channel 4 for the launch of its exclusive private marketplace (PMP). The move signifies a huge leap forward for the TV industry, bringing real time bidding to UK broadcaster Video on Demand for the first time. As the first demand side platform (DSP) with access, The Trade Desk is delighted to be able to offer our clients the chance to buy digital ad space around Channel 4’s vast inventory of premium content in more flexible and more targeted ways than ever before, through real time auctioning.”

Jamie Caras, Senior Regional Director & Head of Commercial Strategy, UK & Ireland, FreeWheel, added: “This is a great example of how FreeWheel is able to provide a brand-safe, programmatic environment for premium video publishers, using FreeWheel’s unified decisioning logic. We believe that FreeWheel’s Private Market Place functionality will allow Channel 4 to maximise its revenue opportunities whilst protect data and ensure compliance as the partnership continues to develop over the coming years”


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