ITV launches Live Addressable+ for live broadcast ads
ITV has officially launched its live broadcast addressable advertising product, Live Addressable+, following an announcement. The new product is currently undergoing a beta trial in partnership with Omnicom.
Key Takeaways
- Live Addressable+ is ITV’s live broadcast addressable advertising product.
- The product is now live after an earlier announcement.
- ITV is running a beta trial with Omnicom.
- No pricing, market, or platform details are included in the article.
Why It Matters
ITV has moved its live broadcast addressable ad product from announcement to live deployment, which means the company is now testing the mechanics of addressable advertising in a live TV environment. The only named partner is Omnicom, so this launch currently reads as a controlled beta rather than a broad commercial rollout. For streaming ad tech, the main signal is whether ITV later discloses scale, advertiser adoption, or operational details from the trial. That would show how far live broadcast addressable can go beyond a limited partnership.
Read full article at advanced-television.com
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