By Jonathan Easton

UK pubcaster Channel 4 has announced the launch of a new ad marketplace for ad buying.

The All 4 Private Marketplace is a new platform that allows advertisers to buy space around the platform’s content via private programmatic auction.

Channel 4 claims that it is the first UK broadcaster to make its inventory available via automated real-time bidding. The broadcaster said that this “enables ad space to be auctioned in milliseconds” and the highest bidding advertiser’s campaign served to its target audience.

Advertisers can target viewers via information such as genre being viewed, demographics and viewing platform.

Of the UK’s PSB streaming services, All 4 is the youngest-profiling, with 80 per cent of its 25 million registered viewers aged 16-34. In 2020, the service registered a record 1.25 billion streams, up 26 per cent year-over-year.

Chief Revenue Officer, Channel 4, Verica Djurdjevic said: “The launch of All 4 private marketplace represents the next generation of broadcaster digital ad innovation offering brands complete flexibility to advertise around high quality content on All 4 and improved access to our young engaged viewers.

“Channel 4 has always been at the leading edge of the latest ad tech available which is significantly contributing to the delivery of our Future4 strategy and digital growth as we continue to diversify new revenue streams and strike new strategic partnerships that enable us to compete more effectively.”