ITV is pitching its self-serve offer as a riposte to online media owners and their attempts to siphon money away from broadcasters. UK broadcaster ITV is reportedly close to a deal with Amobee that will provide the company with the technology to develop a self - serve ad platform aimed at video on demand content . ITV has been testing ad sales via a small - scale , self - serve platform and wants to base ad buyers on total viewing , both online and offline . The deal follows the failure of its 2017 partnership with Sorenson Media to deliver advertising 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 company with the technology to develop a self - serve ad platform aimed at video on demand content . ITV has been testing ad sales via a small - scale , self - serve platform and wants to base ad buyers on total viewing , both online and offline . The deal follows the failure of its 2017 partnership with Sorenson Media to deliver advertising 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 .