Advertisers will be able to use their own data to target customers on its video on demand platforms.
Codenamed Project Agora, the new technology has been developed in-house by Channel 4 and is expected to be released in the autumn.
Channel 4 stated that the system works in a “cookie-less, GDPR compliant way” for the first time.
“I am really excited about taking this product to market later in the year. Coming off the back of the launch of Dynamic TV earlier this year – which enables potentially thousands of variations of data-driven creative to be served across big screen devices like smart TVs – there really isn’t a better time for advertisers to create personalised and targeted ad campaigns with Channel 4,” stated Jonathan Lewis, Head of Digital and Partnership Innovation at Channel 4.
“Not many publishers have the volume of registered data that we do and that means we can offer this data matching proposition to our clients. We believe this will put us another step ahead of our competition and equal the offering that you can get from the pureplay digital platforms – but within a much safer and compliant environment.”
According to the channel, more than 70% of its All 4 revenue is generated through advertisers buying against first party registered viewer data.
This new offering will allow advertisers to leverage their own data to create bespoke, custom audience segments that can be targeted on All 4.
The company has also announced that Zaid Al-Qassab will join in September as its new Chief Marketing Officer. Currently, Chief Brand and Marketing Officer at BT Group, he is also a non-executive Director and Council Member of the Advertising Standards Authority and a Board Trustee at charity, WaterAid.
He was previously CMO at VC-backed start-up, HouseTrip and worked for over 20 years at Procter & Gamble in a variety of senior marketing and operations roles, culminating as Managing Director for P&G Health & Beauty Care in the UK & Ireland.
