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