ITV adds Amobee to support programmatic ad sales | Ad Tech | News | Rapid TV News
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ITV has signed an exclusive UK and Ireland licencing agreement with Amobee to use its end-to-end programmatic buying and selling platform for premium video inventory on the ITV Hub.

ITV 7 april 2019Amobee’s advertising technology allows advertisers complete control over the purchasing of their campaigns across ITV’s premium VOD service, the ITV Hub, to deliver mass simultaneous reach across linear channels alongside targeted, data-driven addressable advertising on the Hub.

The platform will give advertisers the opportunity for customer-controlled fully-programmatic buying, with advanced data-enabled targeting. A dashboard will give advertisers the functionality to plan and buy their VOD campaigns, at their pace, whenever and wherever they want.

The ITV Hub has over 28 million subscribers, with over 79% of all 16-34 year olds in the country registered on the service, and saw a 32% increase in viewing in the past year with over 446 million hours of online viewing, ITV said. The ITV Hub had its biggest ever day on 3 July when thanks to the World Cup and Love Island the Hub received a record 9.7 million simulcast (live) and catch-up requests. England's semi-final against Croatia saw 4.3m simulcast requests - The Hub’s biggest ever number for live programming.

Carolyn McCall, CEO, ITV said: “This agreement enables ITV to respond to our customers’ needs of frictionless targeted advertising in a brand safe environment complementing what they currently do on our channels. It accelerates the strategic development of our VOD advertising capabilities and provides a technology platform that will enable ITV to create an industry standard for VOD to match the established system for linear advertising.”

Kelly Williams, MD, commercial, ITV, added: “This brings the functionality that’s previously only been available on large social platforms to the ITV Hub – offering addressable, targeted advertising around premium content. Our exclusive licence to use Amobee’s technology and develop it to best serve the needs of advertisers enables us to create our own platform, and as that rolls out we’ll look to invite other broadcasters to join.”