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 channel 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 engage ad buyers on total viewing, covering online and offline. 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.