Xandr secures first UK broadcast partner in Channel 4

  • Published on March 16

US ad-buying platform partners with a top UK broadcaster to help advertisers target up to 28 million TV viewers.

Channel 4 sale on course to be scrapped

Channel 4 opens its ad inventory on Xandr

Xandr has signed Channel 4 as its first UK broadcast partner, a big step for the Microsoft-powered ad tech platform.

CTV enthusiasts will know Xandr as the company driving Netflix's ad pivot.

Privacy, independence and games - why Netflix chose Microsoft as its advertising partner

Advertisers can now buy programmatic inventory from Channel 4 in All4 in a fully self-managed mode. Through the platform, advertisers can buy programmatic guaranteed (reserved for the buyer) and non-guaranteed inventory (inventory that the advertiser can optionally buy at a pre-negotiated price) across the entire range of All4 products.

Fatima Dowlet, Propositions Partner, Commercial Senior Leadership Team at Channel 4, said, "There was clear demand from our customers to include Invest DSP in our industry-leading programmatic offering, so we listened and now welcome it into our portfolio to make it easier for advertisers to buy ad space in

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