Channel 4 to Launch VoD Audience Targeting Tool

UK broadcaster Channel 4 is developing a data product - currently codenamed 'Project Agora' - allowing advertisers to match their own custom audience segments across the channel's twenty million active registered viewer base, in a cookie-less, GDPR compliant way.

According to Chief Commercial Officer Jonathan Allan, more than 70 per cent of the channel's All 4 VoD revenue is currently generated through advertisers buying against first party registered viewer data. The new product will allow advertisers to use their own data capabilities to create bespoke, custom audience segments that can be targeted on All 4.

Due to launch in the autumn, the product is part of an ongoing strategy to accelerate digital across all areas of the company. Jonathan Lewis (pictured), Head of Digital and Partnership Innovation, who is leading the product development, comments: '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. 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'.

Web site: www.channel4.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.