Amobee and ITV Announce Exclusive Technology Licensing and Innovation Partnership

Leading Technology Platform Will Power ITV’s Ambitions in Advanced TV
and Programmatic Advertising

REDWOOD CITY, Calif. & LONDON & SINGAPORE–(BUSINESS WIRE)–Amobee, a global digital advertising technology company, today announced
a partnership with ITV—the United Kingdom’s biggest commercial
broadcaster—for the exclusive UK and Ireland licensing of Amobee’s
technology for end-to-end programmatic buying and selling of premium
video on the ITV Hub. The agreement will enable ITV to offer advertisers
advanced solutions and programmatic access within its portfolio of
premium digital video inventory across ITV properties exclusively
through the Amobee platform.

The agreement with ITV, one of the world’s leading broadcasters, is
Amobee’s most significant move into the television space following its
acquisition of Videology assets in 2018. Amobee collaborates with major
broadcasters across the globe to deliver best-in-class digital
capabilities that bridge the gap between digital and television data and
are specifically designed to enhance the television advertising
proposition for leading brands and agencies.

The ITV and Amobee partnership will span advertising for all digital
video content types, available exclusively through Amobee’s platform,
including long-form video on demand (VOD), live-streaming video and
short-form video across all consumer devices, allowing advertisers
complete control over the planning and purchasing of their campaigns
across ITV’s premium VOD service, the ITV Hub.

This new functionality means ITV will now give advertisers the best of
both worlds—the ability to deliver mass simultaneous reach across linear
channels, alongside targeted, data-driven addressable advertising on the
ITV Hub—appealing to a wider range of advertisers and meeting
advertisers’ expanding requirements while maximizing the commercial
return for ITV. Amobee’s dashboard gives brands and agencies the
functionality to plan and buy their digital VOD campaigns whenever and
wherever they want.

“ITV is working to deliver the most ambitious programmatic video
initiative in the United Kingdom, a testament to their innovative,
forward-thinking leadership among broadcasters and commitment to invest
in new video technology,” says Kim Perell, CEO of Amobee. “Amobee’s
strategic partnership with ITV will unlock the value of advanced TV for
both ITV and their customers across the United Kingdom.”

As part of the partnership, Amobee and ITV will collaborate to develop
the industry’s next-generation solutions for the convergence of TV and
digital media across all devices. Under the deal, ITV will consolidate
programmatic access to its media with the Amobee demand-side platform.

“This agreement enables ITV to respond to our customers’ needs of
frictionless targeted advertising in a brand safe environment
complementing what they currently do on our channels,” says Carolyn
McCall, CEO of ITV. “It accelerates the strategic development of our VOD
advertising capabilities and provides a technology platform that will
enable ITV to create an industry standard for VOD to match the
established system for linear advertising.”

“This brings the functionality that’s previously only been available on
large social platforms to the ITV Hub – offering addressable, targeted
advertising around premium content,” says Kelly Williams, Managing
Director of Commercial at ITV. “Our exclusive license to use Amobee’s
technology and develop it to best serve the needs of advertisers enables
us to create our own platform, and as that rolls out we’ll look to
invite other broadcasters to join.”

The ITV Hub has more than 28 million subscribers, with over 79 percent
of all 16-34-year-olds in the UK registered on the service, and saw a 32
percent increase in viewing in the past year with over 446 million hours
of online viewing. The ITV Hub had its biggest ever day on July 3, 2018,
when, thanks to the World Cup and Love Island, the Hub received a record
9.7 million simulcast (live) and catch-up requests. England’s semifinal
against Croatia saw 4.3 million simulcast requests, the Hub’s biggest
ever number for live programming.

About Amobee

The world’s leading independent advertising platform, Amobee empowers
brands, agencies and broadcasters with advertising solutions for the
converging world. Amobee’s platform provides end-to-end campaign
planning, management and optimization across TV, digital and social
media. Through the application of prescriptive AI, proprietary data and
advanced analytics, advertisers can now seamlessly orchestrate the
consumer journey across converged media and all devices, and eliminate
the media overlap and waste which come from traditional media silos.
Amobee is a wholly owned subsidiary of Singtel, one of the largest
communications technology companies in the world, which reaches more
than 675 million mobile subscribers. The company operates across North
America, Europe, Middle East, Asia and Australia. For more information,
visit amobee.com
or follow @amobee.

About ITV

ITV is an integrated producer broadcaster and the largest commercial
television network in the UK. It is the home of popular television from
the biggest entertainment events, to original drama, major sport,
landmark factual series and independent news. It operates a family of
channels including ITV, ITVBe, ITV2, ITV3 and ITV4 and CITV, which are
broadcast free-to-air. ITV is also focused on delivering its programming
via the ITV Hub, mobile devices, video on demand and third party
platforms. It has a growing Direct to Consumer operation across SVOD,
competitions, live events, Pay per View and merchandise, driving value
from consumers’ increasing willingness to engage with brands. ITV has
also announced plans to launch BritBox, a new SVOD service, with the
BBC, bringing an unrivalled collection of British boxsets and original
series to viewers. ITV Studios is a global production business, creating
and selling programmes and formats from offices in the UK, US,
Australia, France, Germany, Italy, the Nordics and the Netherlands. It
is the largest and most successful commercial production company in the
UK, the largest independent non-scripted indie in the US and ITV Studios
Global Entertainment is a leading international distribution businesses.

Contacts

For Amobee
Brooke Zoltowski
Tel: 623.261.4241
amobee@blastpr.com

For ITV
Laura Wootton
Tel: 020 715 73056 / 07827257624
Laura.Wootton@itv.com

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