By Stuart Thomson

Channel 4 has said it will be the first UK broadcaster to offer commercial brands the option of using the automated ad buying platform Xandr, a part of Microsoft Advertising, having added it to its suite of demand side platforms. 

The programmatic platform gives advertisers the ability to automate the delivery of digital campaigns to All 4 viewers using a bespoke self-service platform. OMG UK are launch partners and will be the first to use Xandr’s platform for a large-scale programmatic campaign with Channel 4, the broadcaster said.

With Xandr’s Invest DSP joining other demand side platform partners, Channel 4 says it now offer more ways to buy digital advertising than previously, enabling advertisers to target up to 28 million viewers across its programmatic offering using Xandr’s automated campaign delivery technology.

Using the platform, advertisers will be able to buy inventory of both programmatic guaranteed inventory that’s reserved for the buyer, and non-guaranteed inventory that the advertiser can optionally buy, under a pre-negotiated price across its full range of All 4 products.

C4 said that strategic collaborations like this with Microsoft Advertising are a key pillar in its Future4 strategy, which is driving its transformation into a digital-first PSB.

Propositions partner, commercial senior leadership Team at Channel 4, Fatima Dowlet said: “4sales continuously strives to stay at the forefront of technological developments to give clients the optimum range of tools to reach target audiences with maximum impact. There was a clear demand from our customers to include Invest DSP in our industry leading programmatic offering, so we listened and now welcome them to our portfolio to help advertisers buy advertising space in a way that works for them.“

Managing partner at OMG UK, Specialist Activation, Melinda Clow said: “With the increasing fragmentation of advertising streaming platforms it is fantastic to see Channel 4 empowering advertisers and buyers with choices on which buying platforms are right for their campaigns. By making their inventory and data available programmatically, we can drive integration of AV strategies, deliver efficiencies, and advance data application alongside accessing high quality broadcast inventory. We are excited to be a test partner with Xandr and Channel 4 to help advise our advertisers on programmatic buying decisions.”

Head of broadcaster partnerships at Xandr, Adam Lynch, said: “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.”