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Channel 4 launches digital ad sales house

BT named as first partner

Channel 4 has launched its own digital ad sales house, with a view to offer third-party digital content publishers a full ad sales service.

As part of the announcement, Channel 4 named BT as its first digital ad sales partner. It will gain access to first party data, a deal on offer to other broadcaster on-demand platforms, news content publishers and multi-channel networks.

Jonathan Lewis, head of digital and partnership innovation said: “We will provide advertisers and agencies with a large-scale one-stop-shop for quality digital content which is underpinned by Channel 4’s reputation as an advertiser-safe environment, leading ad tech innovation and our award-winning viewer data strategy.

Channel 4 is aiming to strengthen its own digital revenue growth and ability to compete with global media companies such as Facebook and Google.

Jeremy Rosenberg, head of advertising partnerships at BT said: “We are delighted to be partnering with Channel 4 with their advance DAI solution to drive efficiencies and relevant advertising across BT Sport’s live streaming service across desktop and our award-winning app.”