UK broadcaster ITV is reportedly close to a deal with Amobee that will provide the channel with the technology to develop a self-serve ad platform aimed at video on demand content. One of the agency execs, however, shed further light on how the deal would play out on condition of anonymity for fear of jeopardizing commercial deals with the broadcaster: “At the heart of this deal is ITV trying to scale up its VOD content,” said the agency exec. The company has been working for some time now and it was recently announced that its first product would be an ad-free version of BBC iPlayer. The move follows the failure of its 2017 partnership with Sorenson Media to deliver ads through ITV's linear channels. An announcement on the Amobee agreement is expected in April, with the platform potentially going live before the end of 2019.
UK broadcaster ITV is reportedly close to a deal with Amobee that will provide the channel with the technology to develop a self-serve ad platform aimed at video on demand content. The company has been working for some time now and it was recently announced that its first product would be an ad-free version of BBC iPlayer. The move follows the failure of its 2017 partnership with Sorenson Media to deliver ads through ITV's linear channels. An announcement on the Amobee agreement is expected in April, with the platform potentially going live before the end of 2019.