Channel 4 has entered into a partnership with Adform to enhance programmatic access to its Broadcaster Video on Demand (BVoD) inventory.
The deal gives Channel 4 streamlined access to its premium digital video content, including the ability to transact via Private Marketplaces (PMPs) and Programmatic Guaranteed (PG) deals to activate BVoD campaigns.
The broadcaster’s decision to partner with Adform’s fully integrated advertising platform enables it to provide advertisers with the tools they need to “drive impactful and measurable results”, said the adtech company.
Alex Wright, programmatic and data leader at Channel 4, said: “We’re committed to evolving how advertisers can better engage with our viewers consuming high-quality BVoD content. Partnering with Adform allows us to offer greater flexibility and scale through programmatic buying, while ensuring our values around transparency and brand safety remain firmly in place.
“The result will see more effective advertising experiences for our audiences as well as more revenue opportunities for our brand and agency partners.”
