The platform, called Planet V, is designed to allow advertisers and agencies control over the purchasing of their campaigns across ITV’s premium video-on-demand (VOD) service, the ITV Hub, allowing them to optimise and monitor campaigns. This is said to be possible in real time, 24/7, building audiences with ITV’s first party data which can also be blended with advertisers’ own data.

The platform is built on global digital company Amobee’s advertising technology following ITV’s exclusive UK and Ireland licensing agreement between the two parties announced in March 2019. Since announcing the deal, ITV has been working closely with Amobee to design, develop and integrate the capabilities specifically required for premium video inventory into the ITV Hub.

Planet V will launch externally in February 2020 following an initial concierge period beginning in December 2019 where the product will begin being rolled out to agencies with ITV support. Throughout 2020 updated versions of Planet V will be continuously brought to clients with enhanced features and capabilities. As part of its launch, ITV is extending an open invitation to any other broadcaster to join the platform.

Commenting on what the launch could mean to agencies such as own, Steve Ballinger, managing director of commercial and trading at Dentsu Aegis Network said: “It's fantastic ITV has taken a leadership position in this area. Planet V is exactly what the industry needs. ITV is investing in technology to enhance and evolve how we buy programmatic, data-targeted VOD in premium inventory and that can only be a good thing for clients.”