Channel 4, ITV & Sky announce joint advertising marketplace
Channel 4, ITV, and Sky, in collaboration with Comcast Advertising, have announced plans to launch a unified advertising marketplace. The platform, scheduled for release in 2026, will provide access to on-demand and streaming inventory from all three broadcasters through a single campaign interface.
The initiative aims to streamline the process of buying addressable television advertising, particularly for small to medium-sized enterprises (SMEs) and digital-first advertisers. By combining inventory from Channel 4 Sales, ITV Media, and Sky Media, the marketplace is intended to simplify access to premium video content across the participating broadcasters.
The platform will be powered by Comcast’s Universal Ads and FreeWheel technology. According to the broadcasters, the marketplace will support biddable pricing and include tools to measure and optimise campaign performance. A key feature will allow advertisers to run, monitor, and report on a single campaign across all three media sales houses.
The initiative also aims to broaden participation in TV advertising by offering an interface designed for users familiar with digital and social media ad buying. In addition, discussions are underway with media agencies about potentially integrating a joint buying solution, using ITV’s Planet V as a foundation.
Related to this
.
Sky in talks to acquire ITV’s television business
.
.
Anushka Asthana joins Channel 4 News as US Editor
.
Planned features of the platform include:
▶ Cross-broadcaster campaign management: One campaign that spans Channel 4, ITV, and Sky.
▶ Simplified buying process: An accessible interface aimed at SMEs and advertisers new to TV.
▶ Performance tools: Analytics to help optimise advertising outcomes.
▶ Transparency: Standardised metrics and a focus on quality assurance.
