ITV launches Adlabs

ITV’s commercial arm has revealed a new ad business.

Dubbed ITV Adlabs, the new enterprise will “bring together all of ITV Commercial’s innovation”, covering Digital Products, Digital Partnerships and Strategic Insight. ITV said that Adlabs will provide greater reach for products that have been developed by ITV’s commercial team, such as Dynamic Creative advertising on Planet V.

The broadcaster also said that ITV will develop initiatives such as contextual targeting under the Adlabs banner. The brand will also develop ITV’s addressable proposition on the Sky, Virgin and Youview platforms.

Kelly Williams, MD ITV Commercial said: “We’ve delivered a number of significant innovations this year, but the launch of AdLabs is partly about changing our body language – being better organised, experimenting alongside our customers and embedding them more upstream in the process. AdLabs will further drive our digital transformation and our digital future – the laboratory is open for business!”