David is responsible for growing Channel 4’s digital business as well as delivering a creative strategy across the 4 sales operation. Channel 4 was the first European broadcaster to pilot a data-led programmatic buying option on its TV on-demand platform, All4, last year. This year it has launched the Premium Video Ad Xchange (PVX) which gives all advertisers the opportunity to programmatically buy targeted audiences on All 4 across both mobile devices and shared TV platforms. David is working with Channel 4’s agency and advertiser partners to enable them to take advantage of this latest digital innovation. Following the recent launch of PL4Y, David and his team are rolling out the new creative strategy across the wider sales function to build on 4 Sales’ reputation for creating innovative ad campaigns for brands with access to the full power of the Channel 4 brand and its award-wining data strategy with over 13m registered viewers. David was previously an Agency Principal at Channel 4, where he was responsible for an integrated sales team working with agencies and clients across their trading, partnership and digital needs. Before Channel 4, David worked at Haymarket Media Group as a senior advertising manager.