ITV Commercial has entered into a new partnership with programmatic ad platform, RadiumOne.
The collaboration will see ITV launch Ad Sync+, which, by linking ITV’s broadcast output to RadiumOne’s sharing data capability, will allow ITV’s TV advertisers to reach their desired audiences simultaneously across other devices and online environments. Within milliseconds of an ad playing on ITV, a similar digital ad will be served to users online with a similar profile to the TV audience in terms of socio-demographics and geography.
Advertisers will be able to target audiences based on their levels of engagement and sharing and viewing behaviours and will have access to over 30 billion sharing events per month.
RadiumOne’s technology enables an additional layer of audience to be included – those likely to be interested in the ad based on the content they share or engage with online. For example, an Iceland ad could be served beyond the ‘standard’ demographic profile to people who’ve shared/received online content relating to frozen foods, cooking at Xmas etc.
Simon Daglish (pictured), ITV commercial’s deputy managing director said: “RadiumOne’s deep understanding of cross platform ad solutions and their unique lens on audiences through sharing data, makes them the perfect partner to help us deliver further value to our advertisers across multiple platforms.”