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ITV, InfoSum partner to monetise ITV Hub UK commercial PSB ITV is to partner with identity infrastructure provider InfoSum as part of a new first-party data strategy that will make its 30m ITV Hub subscribers available for advertisers to match against and activate as target audiences via a secure and compliant solution without either party needing to exchange first-party data sets. InfoSum says its ‘privacy-by-design’ operating infrastructure will also allow brands to activate easily and accurately customised audiences across the ITV Hub, but without requiring any personal data to be shared. Unlike other solutions which frequently rely on third-party IDs or the centralisation of data, the ITV and InfoSum proposition is based purely on ITV’s and advertisers’ first party data. The pair say the partnership provides greater flexibility and agility as ITV and its partners are able to collaborate dynamically using data for planning and activation, without requiring data movement, thereby significantly reducing compliance requirements. InfoSum’s appointment follows ITV’s RFI process assessing vendors for advertising activation of ITV data, as ITV prepares to launch its new addressable advertising platform, Planet V, later in 2020. The partners say the platform will give advertisers and agencies control over the The pair say the partnership provides greater flexibility and agility as ITV and its partners are able to collaborate dynamically purchasing of their campaigns across the ITV Hub and allow them to optimise and monitor campaigns in real time. With an InfoSum integration, brands can build audiences that blend ITV’s first party data with their own data. “The application of data sets for customer segmentation, advanced media targeting and effectiveness analysis are critical processes for ITV as a broadcaster, for our unique Planet V programmatic offering and for developing deeper strategic relationships with our advertiser partners,” explained Kelly Williams, managing director, commercial at ITV. “InfoSum’s progressive privacy-first infrastructure, designed for the cookieless future, complements Planet V’s principles of being a trusted platform for advertisers and partners, and designed for the future of TV advertising. We are delighted to be working with InfoSum to enhance our addressable advertising solutions.” “We’re very excited to be working with ITV to power its first-party data strategy with our privacy-first identity infrastructure,” declared Nick Halstead, CEO and founder at InfoSum. “Through this new solution, advertisers will be able to quickly and seamlessly match their customer data against ITV’s 30 million logged-in users, build custom audiences and activate across the ITV Hub universe - all without sharing any personal data.” “With its 30 million logged-in users, ITV is bringing a premium advertising platform to market that truly challenges the walled gardens. We’re thrilled to be working with them as part of our global CTV ecosystem and look forward to helping them establish and grow their first-party offering.” BritBox plans global expansion BBC Studios and ITV have revealed plans to roll out their joint venture SVoD service BritBox globally, which could see the streaming platform expanding to up to 25 countries worldwide. Building upon the success of the service in the US and Canada, where it recently hit one million subscribers, as well as the UK, where it launched in November 2019, BritBox will seek to broaden its global footprint across Europe, Asia, the Middle East, South America and Africa. BritBox will also be launching in Australia later in 2020. BritBox international operates as a 50/50 joint venture between BBC Studios and ITV and has the largest collection of British TV boxsets. BritBox offers its North American subscribers the best in UK programming, with many exclusive premiere releases such as Shetland and Vera launching day and date with the UK and soaps such as Coronation Street and EastEnders available the day after UK transmission. The service has also launched various original commissions and co-pros such as The Bletchley Circle: San Francisco, The Mallorca Files, There She Goes and The Bay. The ITV-controlled UK service has its first slate of British Original scripted commissions: Spitting Image (Avalon), A Spy Among Friends (Sony & ITV Studios); The Beast Must Die (New Regency Television and Scott Free), Crime (Buccaneer Media) and Magpie Murders (Eleventh Hour Films) will debut exclusively on the UK platform. “This international expansion plan will firmly establish BritBox as a global premium brand in a rapidly growing sector,” declared Carolyn McCall, ITV CEO. “Offering subscribers the best and biggest collection of British content has enabled BritBox to rapidly grow in our existing countries and as streaming continues to expand worldwide this roll out will give our distinctive streaming business truly international scale.” “BritBox has very quickly found a place in viewers’ hearts and we know there is further appetite amongst international audiences who love great British content,” added Tim Davie, CEO BBC Studios. “We are actively appraising new markets to introduce the service and are very excited about the imminent launch in Australia.” EUROMEDIA 5