Demand-side programmatic advertising platform The Trade Desk has struck a deal with UK broadcaster Channel 4, offering advertisers the ability to target the latter’s viewers across its live and on-demand services.
The Trade Desk will be one of several demand-side platforms to offer access to Channel 4 inventory programmatically, giving brands access to audiences across connected TVs and other screens.
The Trade Desk said that the partnership has been made possible by the implementation of key regulatory standards.
The Trade Desk will transfer a Clearcast clock number throughout the advertising bid stream, which it said would provide transparency on the provenance of every ad in order to meet product and age-specific advertising rules.
“We are very excited to partner with The Trade Desk and Channel 4 on a fully transparent and privacy conscious programmatic model for Channel 4 video on demand. We are delighted to be the first advertiser to benefit from this new integration and we look forward to other TV partners joining Channel 4 on this journey very soon” said Alessio Martini, P&G’s associate brand and media director for Northern Europe.
“As advertisers recognize 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. Broadening access to Channel 4’s inventory for brands across the open internet means better targeting for brands and greater revenue for broadcasters,” said Patrick Morrell, director of partnerships EMEA at The Trade Desk.
David Amodio, Deputy head of digital and innovation at Channel 4 said: “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.”
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