ITV will launch a new, fully programmatic, premium advanced advertising platform in February.
According to the broadcaster, Planet V will allow advertisers and agencies control over the purchasing of their campaigns across its VoD platform, ITV Hub, allowing them to optimise and monitor campaigns in real time, 24 hours a day.
ITV has worked with Amobee to develop and integrate the platform into its VoD service and said it is extending an open invitation to any other broadcaster to join the platform.
ITV’s managing director (commercial) Kelly Williams said: “Planet V is a significant step forward for us, meeting the widening demands of advertisers and bringing ITV’s unparalleled combination of mass simultaneous reach and targeted advertising. It will be a continually evolving platform, providing the very best frictionless, data-driven buy, in a premium, brand safe environment, for our clients.”