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P&G is first advertiser to integrate with The Trade Desk to buy Channel 4 VOD

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The Trade Desk has partnered with UK broadcaster Channel 4 to offer advertisers the ability to target 23 million viewers across its live and on-demand services. The Trade Desk will be one of several demand-side platforms (DSP) to offer access to Channel 4 inventory programmatically, giving brands access to highly engaged audiences across connected TV (CTV) and other devices – while allowing Channel 4 to further improve its access to premium brands and leading agencies across the entirety of the open web.

The partnership has been made possible by the implementation of key regulatory standards via programmatic technology. The Trade Desk will transfer a Clearcast clock number throughout the bidstream, thereby providing transparency on the provenance of every ad in order to meet product and age-specific advertising rules.

David Amodio, Deputy Head of Digital and Innovation at Channel 4, says: “We’re delighted to be integrated with The Trade Desk. The partnership gives our advertisers an important choice when buying brand safe broadcaster video programmatically across multiple platforms.”

P&G is the first advertiser to benefit from this new integration. Alessio Martini, P&G Associate Brand and Media Director for Northern Europe, says: “We are very excited to partner with The Trade Desk and Channel 4 on a fully transparent and privacy conscious programmatic model for Channel 4 VOD and we look forward to other TV partners joining Channel 4 on this journey very soon.”

Patrick Morrell, Director of Partnerships for EMEA at The Trade Desk, adds: “As advertisers recognize the data-driven potential of CTV advertising to maximize ad relevance and improve the viewer experience, this partnership with Channel 4 represents a further boost in their ability to execute. Broadening access to Channel 4’s inventory for brands across the open Internet means better targeting for brands and greater revenue for broadcasters.”


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