Channel 4 Partners on Programmatic with The Trade Desk

Partnership boosts opportunity for brands while maintaining quality and regulatory standards

The Trade Desk and Channel 4 have announced a new partnership, offering advertisers the ability to target All 4's 23 million viewers precisely, at scale, across its live and on-demand services.


The Trade Desk will be one of several demand-side platforms (DSP) to offer access to Channel 4 inventory programmatically, giving brands access to highly engaged audiences across CTV and other devices – while allowing Channel 4 to further improve its access to premium brands and leading agencies across the entirety of the open web.


The partnership has been made possible by the implementation of key regulatory standards via programmatic technology. The Trade Desk will transfer a Clearcast clock number throughout the bidstream, thereby guaranteeing the provenance and safety of every ad and ensuring it meets product and age-specific advertising rules at every stage of the ad-serving process.


‘We are very excited to partner with The Trade Desk and Channel 4 on a fully transparent and privacy safe programmatic model for Channel 4 VOD.  We are delighted to be the first advertiser to benefit from this new integration and we look forward to other TV partners joining Channel 4 on this journey very soon’ said Alessio Martini, P&G Associate Brand and Media Director for Northern Europe.


As more consumers watch TV content through connected devices, advertisers have an opportunity to understand and measure interaction and response to ads in a way that has not been possible with traditional, linear TV. The partnership between The Trade Desk and Channel 4 will facilitate more precision and relevance in digital advertising, improving value for the advertiser.


“As advertisers recognize the data-driven potential of CTV advertising to maximise ad relevance and improve the viewer experience, this partnership with Channel 4 represents a further boost in their ability to execute,” said Patrick Morrell, Director of Partnerships EMEA at The Trade Desk. “Broadening access to Channel 4’s inventory for brands across the open internet means better targeting for brands and greater revenue for broadcasters.”


David Amodio, Deputy Head of Digital at Channel 4 said: “We’re delighted by this new partnership and what it offers us and our advertising partners. The Trade Desk have fantastic technology and strong market reach of agencies and advertisers. The partnership enables advertisers important choice when buying brand safe broadcaster video programmatically across multiple platforms.”


Channel 4’s All4 On Demand service runs on twenty platforms, with 100% of its audiences logged in and an ad completion rate of 96%.


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