Channel 4 lures publishers with new digital ad sales house

Channel 4 is launching a new digital ad sales house in an on-going effort to scale up its business to better compete with the likes of Google and Facebook.

BT Sport – including its on-demand content on PC, mobile and tablet – is the first partner on board following Channel 4’s win of the contract from Google at the end of 2017.

Channel 4 is now looking to forge partnerships with broadcaster on-demand platforms, news content publishers and multi-channel networks – and hopes to eventually offer a full ad sales service that will rival global media companies.

It is the second push-back against the so-called Duopoly Channel 4 has announced in recent months, following a pan-European deal struck with three other major European broadcasters in November.

“Next year 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, C4’s head of digital and partnership innovation.

“BT Sport has arguably one of the most demanded premium dynamic ad inventory in the market with its exclusive UEFA Champions League coverage, 42 Premier League games, The Emirates FA Cup, and Premiership and European Rugby and we look forward to welcoming them and more partners on board in 2018.”