By David Murphy
Channel 4 has signed up Dentsu Aegis Network as the first agency group to buy advertising programmatically on its digital TV service, All 4, which replaces 4oD later this year.
Channel 4 claims to be the first broadcaster in Europe to have developed a programmatic trading platform for its TV on-demand service that offers agencies and advertisers the opportunity to buy ads in real-time, and also gives access to its first-party viewer data, via an exclusive partnership with Freewheel. Channel 4 notes that is has over 11m registered viewers including half of all 16-34 year olds in the UK.
Through Amplifi, the centralised media investment arm for Dentsu Aegis Network, Carat and Vizeum will be the first agencies to use their programmatic demand side technology to access All 4 – and from launch will be able to buy ads against demographic audiences, as well as bespoke client segments, leveraged through Dentsu Aegis Network’s Data Management Platform.
Later in the year, media agencies will also have access to Channel 4’s new interest-based audience segmentation – initially home, beauty and fashion enthusiasts – currently being trialled by brands through Channel 4’s direct sales function, which will operate alongside the programmatic platform.
Channel 4’s integration …read more
Source:: Mobile App News