Dentsu Aegis is the first agency group to buy advertising programmatically on Channel 4’s new digital service, All 4.
All 4 replaces 4oD later this year and will be the first platform to enable agencies and advertisers to buy ads in real-time and get access to first party viewer data. Channel 4 has more than 11m registered viewers, including half of all 16-34 years old in the UK.
“We’ve had a lot of interest from the industry after we announced our digital marketplace plans at our Upfronts last autumn – particularly as we’re the only broadcaster in Europe to offer this and with the unique benefit of access to the superior targeting the market currently enjoys from 4 directly,” explained Jonathan Lewis, head of digital innovation and partnerships at Channel 4.
“Welcoming Dentsu Aegis Network on board ahead of All 4 launching is a testament to the appetite from agencies to buy TV on-demand advertising programmatically.“
Later in the year, Channel 4 will open up interest-based audience segmentation, initially this will be home, and beauty and fashion.