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Channel 4 launches real-time bidding on VOD inventory

Channel 4 has become the ‘first’ UK broadcaster to make its digital ad space available programmatically using real-time bidding. The All 4 Private Marketplace enables brands to buy digital advertising space around All 4’s over 14,000 hours of premium content.

Advertisers are able to target All 4 viewers through different criteria including the genre of the content they’re watching or their demographics across mobile, desktop, and connected TV.

The All 4 Marketplace is being delivered through partnerships with The Trade Desk and Freewheel, and will be integrated with Google’s DV360 ‘in the coming weeks’. The likes of Deliveroo, Dentsu International, MiQ, Omnicom Media Group UK, and Publicis Media have already begun using the marketplace.

“The launch of All 4 private marketplace represents the next generation of broadcaster digital ad innovation offering brands complete flexibility to advertise around high-quality content on All 4 and improved access to our young engaged viewers,” said Verica Djurdjevic, Chief Revenue Officer at Channel 4.

The development forms part of Channel 4’s aim to deliver 30% of its total revenues from digital advertising by 2025. Last year, the company raked in £161m in digital advertising revenue, representing 17% of its total revenue.

It builds on Channel 4’s M4RKETS programmatic suite of products, which enables brands to buy All 4 inventory in advance for a fixed price.

“Channel 4 has always been at the leading edge of the latest ad tech available which is significantly contributing to the delivery of our Future4 strategy and digital growth as we continue to diversify new revenue streams and strike new strategic partnerships that enable us to compete more effectively,” said Djurdjevic.