Channel 4 is set to become the first UK broadcaster to use Microsoft’s automated ad-buying platform, Xandr.
By integrating Xandr into its suite of demand side platforms, the move will enable advertisers to target a potential 28 million engaged viewers across Channel 4’s programming.
“4sales continuously strives to stay at the forefront of technological developments to give clients the optimum range of tools to reach target audiences with maximum impact,” Channel 4 commercial senior leadership team propositions partner, Fatima Dowlet said.
“There was a clear demand from our customers to include Invest DSP in our industry leading programmatic offering, so we listened and now welcome them to our portfolio to help advertisers buy advertising space in a way that works for them.”
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Xandr’s fully-automated campaign delivery technology will be omnipresent across the broadcaster’s video-on-demand service, All 4 – giving clients such as OMG UK access to 80% of the UK’s 16-34 year olds as the youngest-profiling TV service nationally.
Xandr head of broadcaster partnerships, Adam Lynch added: “In the broadcaster space, we know that content reigns supreme, so we’re pleased to be able to connect Channel 4’s rich content library, programmatically, to buyers using Invest DSP. T
“hrough this collaboration, we’re helping our buyers make meaningful connections with their audience, in an environment where they are most engaged, while also bringing unique sets of demand from advertisers to our broadcasters.”
