"ITV has revealed its addressable advertising plans, having signed a partnership with Sorenson Media which will come to fruition across its linear TV plans in 2018. The technology provided by Sorenson Media will allow ITV to target willing smart TV viewers on a more relevant, personal level across the channel's TV portfolio through the use of anonymized targeting data. In a statement announcing the partnership, Kelly Williams, managing director, ITV Commercial, said:"
"They need to have an ad server that can plug into our demand system. That is an integration that needs to be made and that ad server needs to be capable of doing that. Sky and Channel 4 have already gone on that journey, ITV is a little bit behind, but they are growing - it is a matter of time."
ITV signed a partnership with Sorenson Media to implement addressable advertising across its linear TV plans in 2018. The Sorenson technology will enable ITV to target consenting smart TV viewers using anonymized targeting data, combining mass TV reach with data-driven targeting. The initial pilot is scheduled for Q2 next year. ITV chose this partner instead of adopting existing UK addressable solutions such as Sky AdSmart or GroupM's Finecast. Finecast cited technical limitations and the need for compatible ad server integration as reasons for ITV's absence. ITV appears to be building its own addressable TV solution to compete with other providers.
Read at The Drum
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