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 new entertainment system will allow up to four simultaneous downloads of TV shows – whilst watching a fifth – and can “supercharge” the broadband for stronger signals around the home.

From early next year advertisers will able to programmatically buy demographic audiences on Channel 4’s All 4 platform, the broadcaster has announced at its Upfronts 2016 event.

The opportunities are waiting, but the disruption the Internet of Things could heap on the media industry will make heads spin first.

New figures from the IAB and YouGov reveal that 18% of British adults online are currently using ad blocking software – a rise from 15% in early June.

The latest Mediabug report from Decipher suggests that set-top boxes are able to reach new audiences “previously resistant” to purchasing digital entertainment via mobiles and tablets.

VisualDNA’s Jim Hodgkins says brands are unlikely to invest more money online unless they can find better ways to use data to serve ads.

“It’s the most important metric not talked about,” says Quantcast’s EU managing director, Phil Macauley.

Agencies must rebuild trust and transform their trading desk models as client woes over fees, pricing and data privacy grow stronger, industry has heard.

New and widely respected names from across the industry join the line up after last year’s inaugural ceremony.