In the same week that Sky Media struck a programmatic deal with Videology, another UK broadcaster and ad tech firm have today confirmed they are partnering up.
ITV Commercial announced on Thursday it is to begin working with programmatic ad platform RadiumOne to launch Ad Sync+, which will link ITV’s broadcast output to RadiumOne’s sharing data capability.
The move will allow ITV’s television advertisers to reach audiences simultaneously across other devices and online environments with targeted ads.
RadiumOne’s technology enables an additional layer of audience to be included – typically those likely to be interested in the ad based on the content they share or engage with online.
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ITV said advertisers will be able to target audiences based on their levels of “engagement, sharing and viewing behaviours” and will have access to “over 30 billion sharing events” per month.
“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,” said Simon Daglish, ITV Commercial’s deputy managing director.
RadiumOne is a global, programmatic marketing tech company. It segments and amplifies audience data enabling brands to reach consumers with paid media, in real-time, cross-device.
Founded in 2009 and based in San Francisco, RadiumOne has offices across the US, Canada, the UK, Europe and Asia.
On Monday Sky Media and Videology announced that they had joined forces to create a programmatic, cross-screen video advertising solution for Sky advertising customers, set to launch early next year.
The two companies will work together on a ‘proof of concept’ project to develop a Sky-designed programmatic system, which will run Sky Media’s digital inventory according to broadcast compliance requirements and spot clash rules.
The scope includes inventory management, optimisation and prioritisation, while also allowing Sky to manage inventory and control frequency exposure across multiple video platforms and devices.
