ITV taps RadiumOne to extend advertising reach

UK commercial broadcaster ITV has tapped programmatic advertising specialist RadiumOne to enable advertisers to buy spots online and on alternative devices based on viewing behaviour and levels of viewer engagement and sharing.

ITV will launch Ad Sync+, which links its broadcast output to RadiumOne’s sharing data capability, allowing advertisers to reach audiences simultaneously across devices and online environments with alternative digital ads, according to the pair.

As an is played on the linear channel, a similar ad can be served to online users with a similar socio-demographic profile to the TV audience. The technology enables targeting of online viewers based on the content they share or engage with, and also enables ads to be served to those viewers who switch to using their tablets during the linear TV ad breaks.

Simon Daglish, ITV Commercial’s Deputy Managing Director said: “RadiumOne’s deep understanding of cross platform ad solutions and their unique lens on audiences through sharing data, makes them the perfect partner to help us deliver further value to our advertisers across multiple platforms.”