ITV has this morning announced it is partnering with identity infrastructure provider InfoSum to provide advertisers with access to its 30 million ITV Hub subscribers. The move is part of a new “first-party data strategy” that will allow advertisers to match against and activate ITV’s Hub subscribers as target audiences.
The news follows ITV’s recent RFI process assessing vendors for advertising activation of ITV data, as the UK’s principal commercial channel prepares to launch a new addressable advertising platform, Planet V, later this year.
According to ITV, the new platform “will give advertisers and agencies control over the purchasing of their campaigns across the ITV Hub and allow them to optimise and monitor campaigns in real time. With an InfoSum integration, brands can build audiences that blend ITV’s first party data with their own data.”
“The application of data sets for customer segmentation, advanced media targeting and effectiveness analysis are critical processes for ITV as a broadcaster, for our unique Planet V programmatic offering and for developing deeper strategic relationships with our advertiser partners,” explained Kelly Williams, managing director of commercial at ITV.
“InfoSum’s progressive privacy-first infrastructure, designed for the cookie-less future, complements Planet V’s principles of being a trusted platform for advertisers and partners, and designed for the future of TV advertising. We are delighted to be working with InfoSum to enhance our addressable advertising solutions.”
Nick Halstead, InfoSum’s CEO and founder at InfoSum, added, “We’re very excited to be working with ITV to power its first-party data strategy with our privacy-first identity infrastructure. Through this new solution, advertisers will be able to quickly and seamlessly match their customer data against ITV’s 30 million logged-in users, build custom audiences and activate across the ITV Hub universe – all without sharing any personal data.
With its 30 million logged-in users, ITV is bringing a premium advertising platform to market that truly challenges the walled gardens. We’re thrilled to be working with them as part of our global CTV ecosystem and look forward to helping them establish and grow their first-party offering.”