Channel 4 has launched All 4 Private Marketplace, a platform that will enable brands to buy digital advertising space around streaming service All 4 via a private programmatic auction.
The move means Channel 4 would be the first UK broadcaster to enable advertisers to buy digital ad space on All 4 programmatically using real-time bidding (RTB).
RTB enables ad space to be auctioned in milliseconds – from the time a user clicks on a video to the moment a video ad is loaded – during which time the highest bidding advertiser’s campaign is chosen. The ad creative is then served to that user.
Channel 4 said its All 4 Private Marketplace allows advertisers to easily target All 4 viewers in a number of different ways including by the genre they are viewing or their demographics across all connected TV devices, mobile and desktop. Brands can also quickly upweight their investment of campaigns based on their performance or objectives in real-time.
M4RKETS, Channel 4’s programmatic suite of products, already allows brands to buy All 4 inventory in advance for a fixed price.
Channel 4 has opted to partner with The Trade Desk as its demand side platform (DSP), while supply side platform (SSP) Freewheel and is set to be integrated with Google’s DSP DV360 in the coming weeks, the broadcaster said.
Deliveroo, Dentsu International, MIQ, Omnicom Media Group UK and Publicis Media were also announced as launch clients and agency groups.
All 4 Private Marketplace is now available to all advertisers and agency groups and supports Channel 4’s Future4 strategy to deliver 30% of total revenues from digital advertising by 2025.
'Nice way of buying TV'
The UK Information Commissioner's Office launched an investigation into RTB in 2019 over concerns that internet users' privacy is being compromised through the way data is processed in real-time auctions.
Typically brands will program their demand-side platforms to offer bids based on how well a publisher's platform and content fits with the brand's target ad audience. An ad exchange will request bids from different DSPs and send the DSPs a glut of information to inform the value of the bid.
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