Channel 4 has introduced its digital ad sales house which will see it become the first UK television broadcaster to offer ad sales services to third party digital content platforms.

As part of its advertising strategy, the company aims to collaborate with broadcaster on-demand platforms, news content publishers and multi-channel networks giving them access to first-party data and commercial sales.

Leveraging technology

The UK television channel has confirmed BT Sports as its first digital ads sales partner. The sports broadcaster currently holds rights to a range of live sport including the UEFA Champions League, Premier League Football and both Premiership and European Ruby.

The digital ad sales house will see Channel 4 target programmatic ads to sport viewers across BT Sport’s television, mobile and app platforms. This will leverage ad technology from video ad company Freewheel and its data measuring strategy including matching data models to provide targeting solutions for advertisers and publishers.

“[In 2018] 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,” said Jonathan Lewis, head of digital and partnership innovation at Channel 4.


Following BT Sport’s previous advertising partnership with Google, Channel 4 is stepping up its advertising in a bid to take on ad tech giants Facebook and YouTube. The move also comes after Channel 4’s recent advertising partnership with The European Broadcaster Exchange which enables advertisers to target video-on-demand commercials up to a potential 160 million viewers.

“The demand for multi-territory digital ad campaigns in brand safe and transparent environments is increasing. The video ad market continues to grow exponentially across Europe.” said Lewis.