Channel 4 becomes first UK broadcaster to launch ad marketplace


UK broadcaster Channel 4 could kickstart new opportunities for advertisers by launching a new ad marketplace integrated into its All 4 platform.

The All 4 Private Marketplace will allow advertisers to buy space around shows on Channel 4’s on-demand service.

Channel 4 claims they are the first broadcaster in the UK to make their on-demand service an automated real-time bidding platform.

They say the auctions enable ad space in milliseconds, with the highest bidding campaign being delivered to their chosen target audience.

The platform will also reveal information on users of All 4 with popular genres, devices, demographics and what people are watching.

Channel 4 already revealed it has the youngest userbase out of all UK streaming services, with 80% between the ages of 16 and 34.

Verica Djurdjevic, Chief Revenue Officer, Channel 4, said: “The launch of All 4 private marketplace represents the next generation of broadcaster digital ad innovation offering brands complete flexibility to advertise around high-quality content on All 4 and improved access to our young engaged viewers.

“Channel 4 has always been at the leading edge of the latest ad tech available which is significantly contributing to the delivery of our Future4 strategy and digital growth as we continue to diversify new revenue streams and strike new strategic partnerships that enable us to compete more effectively.”