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Channel 4 lets advertisers target custom VoD audiences

'Project Agora' due to launch in the autumn

Channel 4 has announced new technology that allows advertisers to match their own custom audience segments across Channel 4 platforms in a cookie-less, GDPR compliant way for the first time.

‘Project Agora’ is due to launch in the autumn.

Over 70 per cent of Channel 4’s All 4 revenue is currently generated through advertisers buying against first party registered viewer data.

Jonathan Lewis, head of digital and partnership innovation at Channel 4, who is leading the product development said: “I am really excited about taking this product to market later in the year. Coming off the back of the launch of Dynamic TV earlier this year – which enables potentially thousands of variations of data-driven creative to be served across big screen devices like smart TVs – there really isn’t a better time for advertisers to create personalised and targeted ad campaigns with Channel 4.”

“Not many publishers have the volume of registered data that we do and that means we can offer this data matching proposition to our clients. We believe this will put us another step ahead of our competition and equal the offering that you can get from the pureplay digital platforms – but within a much safer and compliant environment.”