Channel 4 launches a new Private Market Place with Google Display & Video 360

Channel 4 today announces it has deepened its existing partnership with Google Display & Video 360 to launch a new Private Marketplace (PMP) that will see Google Audiences overlaid on Channel 4 inventory. Delivered in collaboration with Omnicom, this programmatic offering further strengthens the broadcasters’ advertiser accessibility strategy. 

The launch allows advertisers to reach viewers based on their long-term interests using Google Audiences. Campaigns can therefore combine Channel 4’s distinctive programming, made up of returning favourites like Gogglebox and standout new hits such as A Woman of Substance, with increased audience signals and measurement, in a way that protects viewer’s data. 

This deal follows a period of tech testing led by media agency Omnicom.

David Amodio, Head of Sales at Channel 4 says: “This is another important step in making Channel 4 easier to buy and more effective for advertisers who come to us for our trusted, premium, broadcaster content. We’re focused on being advertiser-led and agency aligned by building on our existing partnership with Google Display & Video 360, creating a more accessible and more addressable offer for the brands and agencies we work with.”

Vicky Fox, Chief Planning Officer at Omnicom Media UK says: ‘Addressable targeting is no longer a future state. This partnership enables our buyers to unify targeting strategies across video environments from a single platform. We’re giving brands the strategic advantage to connect with relevant consumers by leveraging data driven targeting across broadcast quality inventory. This integration is a critical step forward in accelerating addressability, influencing consumer action, and shows the progressiveness of Channel 4 leaning into programmatic technology. ‘

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