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ITV Teams Up With Amobee To Launch New Advertising Platform

LONDON (Alliance News) - ITV PLC on Thursday said it has signed an exclusive UK & Ireland ...

Alliance News 4 April, 2019 | 10:58AM
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LONDON (Alliance News) - ITV PLC on Thursday said it has signed an exclusive UK & Ireland licensing agreement with digital advertising technology firm Amobee.

The FTSE 100-listed television company said the deal is for end-to-end programmatic buying and selling of premium video inventory on the ITV Hub.

The company did not provide any financial details of the contract, but said that this partnership will enable ITV to launch a new advertising platform, built using Amobee's advertising technology which allows advertisers complete control over the purchasing of their campaigns across ITV's premium video-on-demand service, the ITV Hub.

"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," explained ITV Chief Executive Carolyn McCall.

"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," added ITV Commercial Managing Director Kelly Williams.

ITV shares were trading 1.2% lower on Thursday at 131.55 pence each.

By Evelina Grecenko; evelinagrecenko@alliancenews.com

Copyright 2019 Alliance News Limited. All Rights Reserved.

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Securities Mentioned in Article

Security Name Price Change (%) Morningstar
Rating
ITV PLC 128.30 GBX 1.46 -

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