ITV has signed a deal to enable advertisers to deliver "dynamically personalised" adverts across its networks.
The broadcaster is working with Sorensen Media, with the first ads expected to debut next year.
The platform uses connected Smart TVs and “anonymised” targeting data, to show viewers ads that are relevant to their interests, demographics and lifestyle.
“This partnership with Sorenson Media is the first step in allowing us to deliver to advertisers the best of both worlds – TV’s unique ability to deliver mass audiences alongside more data driven targeting,” explained Kelly Williams, managing director, ITV Commercial.
Through the platform, existing ads are either dynamically replaced with more relevant ones, or enhanced with interactive content. Viewers need to give permission for the data usage, during a software update on their Smart TV.
“Sorenson Media is excited to partner with market leader ITV to help advertisers better reach their audience, while providing more relevant and meaningful ad experiences for viewers,” added Brian Jentz, Sorenson Media’s SVP of EMEA.
“Audiences will now be able to watch ads which are more personalised to them, and increasingly engaging.”
A trial is expected to take place in Q2 2018.