The Trade Desk, Channel 4 form programmatic partnership | Ad Tech | News | Rapid TV News
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Aiming to boost opportunities for brands while maintaining quality and regulatory standards, advertising technology provider The Trade Desk has announced a partnership with UK broadcaster Channel 4.

Patrick Morrell TheTradeDesk 20JUly2020jpgThe company say that as more consumers watch TV content through connected devices, advertisers have an opportunity to understand and measure interaction and response to ads in a way that has not been possible with traditional, linear TV. The partnership will aims to facilitate more precision and relevance in digital advertising, improving value for the advertiser.

In addition, advertisers will be offered the ability to target 23 million viewers at scale, across its live and on-demand services. The Trade Desk will be one of several demand-side platforms (DSP) to offer access to the broadcaster’s inventory programmatically, giving brands access to audiences across connected TV (CTV) and other devices while allowing Channel 4 to further improve its access to premium brands and leading agencies across the entirety of the open web.

The companies says that the partnership has been made possible by the implementation of key regulatory standards via programmatic technology. The Trade Desk will transfer a Clearcast clock number throughout the bidstream, thereby providing transparency on the provenance of every ad in order to meet product and age-specific advertising rules.

“As advertisers recognise the data-driven potential of CTV advertising to maximise ad relevance and improve the viewer experience, this partnership with Channel 4 represents a further boost in their ability to execute,” said Patrick Morrell, director of partnerships EMEA at The Trade Desk (pictured). “Broadening access to Channel 4’s inventory for brands across the open internet means better targeting for brands and greater revenue for broadcasters.

David Amodio, deputy head of digital and innovation at Channel 4 added: “We’re delighted to be integrated with The Trade Desk. The partnership enables our advertisers an important choice when buying brand safe broadcaster video programmatically across multiple platforms.”