Channel 4 to Expand Digital Ad Buying Suite with Xandr

Channel 4 will be the first UK broadcaster to offer brands the option of using Microsoft's advertising and analytics division Xandr to deliver campaigns to viewers. The agreement covers ads on its All 4 free-to-view video on demand service.

Xandr combines data on customers with advertising technology to find and reach specific audiences. The firm's Curate platform enables data owners to 'layer' their assets with data from other sources and package it for sale via its marketplace; while its audience-based Monetize TV solution allows buyers to reach target audiences at scale.

With Xandr's Invest DSP buying platform joining other demand side platform partners, Channel 4 now enables advertisers to target up to 28 million viewers across its programmatic offering, and deliver campaigns using Xandr's fully automated technology. Advertisers will be able to buy both programmatic guaranteed inventory (reserved for the buyer) and non-guaranteed inventory (bought on the fly at a pre-negotiated price) across the full range of All 4 products.

Adam Lynch (pictured), Head of Broadcaster Partnerships at Xandr, comments: 'In the broadcaster space, we know that content reigns supreme, so we're pleased to be able to connect Channel 4's rich content library, programmatically, to buyers using Invest DSP. Through this collaboration, we're helping our buyers make meaningful connections with their audience, in an environment where they are most engaged, while also bringing unique sets of demand from advertisers to our broadcasters'.

Web sites: www.channel4.co.uk and www.xandr.com .