TV4 agrees new ad-insertion deal with Yospace

TV4 has extended its deal with server-side ad-insertion company Yospace, enabling the Swedish broadcaster to continue offering addressable ads on its over-the-top service, TV4Play.

Yospace’s dynamic ad insertion solution allows advertising to be stitched into live and VOD content delivered over OTT and TV4 described the technology as a “crucial cog” in its data strategy.

“For the last couple of years TV4 has relentlessly been driving our business from a traditional linear ad model to a truly platform agnostic experience for both users and advertisers,” said Mathias Berg, COO of TV4 Group.

“Part of this journey has been to enable us to capture and monetise on our digital inventory in all potential channels using all data available. Having successfully launched both dynamic ad insertion with operators and log in on TV4Play, TV4 is now in a unique position to offer the combination of reach, inventory and data to Swedish advertisers.”

Yospace’s commercial director, Edward New, said: “TV4 was in the first wave of broadcasters to embrace server-side ad insertion and I’m delighted that our long-term relationship is continuing.

“The broadcaster has used the technology to re-define television and data-driven advertising for a modern audience. TV4 was also among the first to recognise the advantages of a joined up live and VOD SSAI strategy.”

The news comes after RTL Group agreed to buy UK-based video advertising technology company Yospace for US$33 million (€29 million) in January.