LONDON (ShareCast) - (Sharecast News) - ITV has signed an exclusive UK and Ireland licensing agreement with global digital advertising technology company Amobee, it announced on Thursday, for end-to-end programmatic buying and selling of premium video inventory on its on-demand streaming platform, the ITV Hub.
The FTSE 100 broadcaster said it would enable ITV to launch a new, fully programmatic, premium advanced advertising platform, uniquely built using Amobee's advertising technology which allowed advertisers "complete control" over the purchasing of their campaigns across the service.

"This agreement enables ITV to respond to our customers' needs of frictionless targeted advertising in a brand safe environment complementing what they currently do on our channels," said ITV chief executive officer Carolyn McCall.

"It accelerates the strategic development of our VOD advertising capabilities and provides a technology platform that will enable ITV to create an industry standard for video on-demand to match the established system for linear advertising."

Kelly Williams, managing director of commercial at ITV, added that the deal would bring functionality that had previously only been available on large social platforms to the ITV Hub.

"Our exclusive licence to use Amobee's technology and develop it to best serve the needs of advertisers enables us to create our own platform, and as that rolls out we'll look to invite other broadcasters to join."

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