Channel 4 launches digital ad sales house with BT win

Channel 4 is launching a new digital ad sales house in an on-going effort to scale up its business to better compete with the likes of Google and Facebook.

As part of the announcement, Channel 4 named BT as its first digital ad sales partner. It will gain access to first party data, a deal on offer to other broadcaster on-demand platforms, news content publishers and multi-channel networks.

Jonathan Lewis, head of digital and partnership innovation said: “We will provide advertisers and agencies with a large-scale one-stop-shop for quality digital content which is underpinned by Channel 4’s reputation as an advertiser-safe environment, leading ad tech innovation and our award-winning viewer data strategy.