The collaboration will result in the launch of AdSync+, which links ITV’s broadcast output to RadiumOne’s sharing data capability. This will allow ITV’s TV advertisers to access simultaneous programmatic advertising across other devices and online environments.

With the new partnership, advertisers will be able to target audiences based on their levels of engagement, sharing and viewing behaviours.

“RadiumOne’s deep understanding of cross-platform ad solutions and their unique lens on audiences through sharing data makes them the perfect partner to help us deliver further value to our advertisers across multiple platforms,” said Simon Dalglish, ITV Commercial’s deputy managing director.