Monday 16 June 2025
For the first time, small to medium sized businesses will be able to run a single campaign across Sky, Channel 4 and ITV
New self-service TV ad buying marketplace aims to encourage new brands to TV
Powered by industry-leading ad technology from Comcast Advertising, and its Universal Ads platform, which launched earlier this year in the US
Channel 4, ITV and Sky, in collaboration with Comcast Advertising, have today announced their intent to launch a groundbreaking advertising marketplace, that will allow easy access to a premium on demand and streaming inventory through a single campaign for the very first time.
This landmark move, designed to super charge the breadth of brands advertising on TV, will bring together addressable inventory from all three sales houses into a single marketplace. This will enable new-to-TV advertisers a direct, simple way to access premium video content.
For the first time, small to medium sized businesses will be empowered to access and purchase addressable inventory to run a single campaign across the three broadcaster sales houses - with biddable pricing and more tools - leveraging the scale and quality of programming and audiences across Channel 4 Sales, ITV Media and Sky Media. Providing simplified access across the three portfolios will make addressable TV inventory accessible for businesses that are used to buying their own media in social and digital environments.
Building on the rich heritage of collaboration between the broadcasters, the marketplace, which is set to launch in 2026, will be powered by Comcast's Universal Ads platform and FreeWheel's technology. To drive continued innovation for all categories of advertisers and buyers, the broadcasters are also in discussions to simplify the purchase of addressable inventory for media agencies. This includes exploring the potential of a joint agency-facin solution, based on ITV's Planet V technology.
Priya Dogra, Chief Advertising, Group Data and New Revenue Officer, Sky, said: "In today's fast-evolving media landscape, we strongly believe success will require collaboration, simplification, and innovation. In partnership with ITV and Channel 4, and following the successful US launch of Comcast's Universal Ads platform, we are excited to bring this to the UK and with it, the opportunity to open up TV advertising to new brands. Building on this innovation, we also want to simplify TV trading for established brands and agencies and look forward to exploring potential opportunities with ITV and Channel 4 to use Planet V.
Kelly Williams, Managing Director, Commercial, ITV said: As a TV industry, it is important that we collaborate to make television easy to plan, buy and measure for our established customers as well as the huge potential of new to TV brands. Both of these initiatives, this new marketplace for SMEs and Planet V for agencies, represent a very exciting future.
Rak Patel, Chief Commercial Officer, Channel 4, said: This marketplace underlines what sets TV apart from all other media: its ability to collaborate at scale. By uniting the power of Channel 4, ITV and Sky through a single marketplace, we're creating a new home for premium video while accelerating our Fast Forward strategy to become the first public service streamer.
Thomas Bremond, Managing Director, Comcast Advertising, International, commented: We are excited to work with the UK's premier broadcasters to offer advertisers a simplified way to access premium video, powered by Comcast's Universal Ads platform. The collaborations across ITV, Channel 4 and Sky showcases the industry's commitment to bringing together tech, media and data to offer greater efficiency and effectiveness to TV advertising.
The collaboration between ITV, Channel 4 and Sky represents a major development in television advertising, offering SMEs a self-serve, powerful tool to enhance their marketing efforts.
Key features will include:
One campaign, multiple broadcasters: For the first time advertisers can buy, measure, and report a single campaign across all the sales houses.
TV unlocked: A user-friendly interface made specifically for SMEs and digital-native advertisers that makes buying addressable advertising straightforward and efficient, meaning the for the first time, new-to-TV brands Focus on Outcomes: Tools and analytics to help brands measure and optimise their advertising performance.
Transparency and Quality: Commitment to high standards of TV advertising, providing clear metrics and reliable results.
Contacts:
Sky: Ellen Stirling, Senior Corporate Communications Manager - ellen.stirling@sky.uk / 07593 601943
Channel 4: Tristan O'Carroll, Head of Corporate Communications Commercial, Streaming & Technology, tocarroll@channel4.co.uk / 07930 104644
ITV: Laura Wootton, Head of Corporate Communications - laura.wootton@itv.com / 07917862293
Comcast: Sophie Eeles, Senior Communications Manager- Sophie_eeles@comcast.com / 07733058050
Latest news
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
06/09/2026
June 9 2026, 23:00 (PDT) Dolby and MagentaTV Bring Fans Closer to the FIFA Worl...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
15/06/2026
Detach from Direct-Attached: How Remote Editing with EVO Keeps Creative Teams Mo...
14/06/2026
Library captures 1960s R&B/pop drum sound
Following on from their recent wave of plug-in effects, Iconic Instruments have just launched an all-new virtual d...
14/06/2026
HBO Comedy Rooster Shot with URSA Cine 17K 65
Brie Clayton June 14, 2026
0 Comments
Large format brings viewers intimately close to characters.
Black...
13/06/2026
Latest expansion pack includes 252 presets
Devious Machines have recently introduced another expansion for their powerful multi-effects plug-in, Infiltrator...
13/06/2026
Create custom DAW/plug-in controllers using prompts
MetaGrid have recently introduced an all-new AI Builder function to their touchscreen-based control surf...
13/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
13/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
YES Network and The Gotham Sports App will air seven Athletes Unlimited Softball...
12/06/2026
The United Football League will host its FAST Innovation Suite at the 2026 United Bowl presented by Credit One Bank on Saturday, June 13 at 3:00 p.m. ET at Audi...
12/06/2026
PTZOptics and LayerJot will present live demonstrations at InfoComm 2026 showing how natural-language AI prompting, robotic camera control, and on-device comput...
12/06/2026
MultiDyne Video and Fiber Optic Systems will exhibit at InfoComm 2026, featuring...
12/06/2026
Ateme has announced that Eurovision Services is using Ateme's software-based frame-rate conversion technology for international live event workflows. The de...
12/06/2026
Bitmovin and Simplestream have announced a partnership with Xperi to simplify the launch of OTT streaming services on TiVo OS smart TVs and devices. The collabo...
12/06/2026
Net Insight has announced that a multinational technology company is deploying a...
12/06/2026
MLB Players Inc., the business arm of the MLB Players Association, has announced a partnership with Athletes First to develop and sell brand partnerships across...
12/06/2026
Guntermann and Drunck (G&D) and VuWall have announced the CommandKeyboard-Advanc...
12/06/2026
Comcast Smart Solutions announces a new smart technology deployment with Major L...
12/06/2026
Elevation Worship completed the initial leg of its Elevation Nights 2026 tour ...
12/06/2026
AJA Video Systems has announced KONA IP25 support for Colorfront Transkoder and ...
12/06/2026
Audinate Group Limited (ASX: AD8) will exhibit at InfoComm 2026 (Booth C7321, Ce...
12/06/2026
Pac-12 Commissioner Teresa Gould has announced the appointment of Scott Adametz as Chief Technology Officer. The Pac-12 describes the hire as the first CTO appo...
12/06/2026
Grass Valley has announced AMPP Edge Live, a production system combining Grass Valley hardware, NVIDIA Blackwell GPU acceleration, and AMPP OS in a single platf...
12/06/2026
At one time a trailblazer with the launch of the Longhorn Network, the Universit...
12/06/2026
Ratings Roundup is a rundown of recent rating news and is derived from press rel...
12/06/2026
Chyron has announced PAINT 10.4, an update to its illustrated replay and sports ...
12/06/2026
SVP, Production, Mark Gross: With the new schedule, with not having every Sunday night, it has given us an opportunity to take a step back and reimagine what o...
12/06/2026
For Televisa Technical Engineering Manager Roberto N nez Ibarra and the small team of 12 technicians and two production personnel at the IBC things are already ...
12/06/2026
Simple Steps to Better Acoustics - Taming The Small Room
Most of us mix in spare rooms and small spaces, where the acoustics fight us at every turn. At Gear...
12/06/2026
Latest addition expands vintage-inspired effects palette
Meris' Ottobit pedal range draws its inspiration from vintage gaming consoles, and the latest a...
12/06/2026
Soundbox-based chamber strings series expanded
Sonora Cinematic have just announced the launch of the second instalment in their Soundbox-based chamber stri...
12/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
AJA Announces KONA IP25 Integration with Colorfront Software
Brie Clayton June 12, 2026
0 Comments
Collaboration enables uncompressed SMPTE ST 2110 I/O ...
12/06/2026
URSA Cine 12K LF Used to Create Visuals for STUTS' K-Arena Concert
Brie Clayton June 12, 2026
0 Comments
Organic visuals projected on a giant scre...
12/06/2026
MTI FILM Acquires Mango New Edit, Expanding its Global Post-Production Services ...
12/06/2026
AI Point Tracking Speeds Up Complex VFX Tracks in Mocha Pro
Jessie Electa Petrov June 12, 2026
0 Comments
The 2026.5 release adds automatic point trac...
12/06/2026
Bitmovin, a provider of video streaming solutions, has partnered with Simplestream, a provider of OTT and broadcast solutions, and technology provider Xperi, to...
12/06/2026
Leostream Corporation, creator of the world-leading Leostream Remote Desktop Access Platform, today announced Jigsaw24, a leading B2B IT solutions provider wit...
12/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
How Aussie indie games and screen are levelling up with IP 11 June 2026
Ari Harrison, Pro Jank Footy
Head of Games Joey Egger and Ari Harrison of Umbrella sha...
12/06/2026
AgentPerf from Artificial Analysis, the industry's first agentic AI benchmark, gives developers, enterprises and infrastructure providers a clear way to com...
Monday 16 June 2025
