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ITV has partnered with Omnicom Media Group to launch a live addressable advertising solution, as broadcasters continue advancing targeted advertising capabilities within premium television environments.
The initiative is designed to allow advertisers to deliver more personalized campaigns during live programming, combining the scale of traditional broadcast television with the precision of digital advertising technologies.
Live addressable advertising is increasingly seen as a major evolution in the TV advertising ecosystem, enabling brands to target specific audience segments in real time while maintaining the reach and impact of live television events. The development reflects growing demand from advertisers for more measurable and data-driven campaign strategies across connected TV platforms.
For ITV, the partnership reinforces its broader push toward advanced advertising solutions as viewing habits shift further toward streaming and hybrid broadcast environments. Meanwhile, Omnicom gains expanded access to premium inventory capable of supporting more sophisticated audience targeting capabilities.
The launch also highlights the continued convergence between television and digital advertising models, where broadcasters are investing heavily in technology-driven monetization tools to remain competitive in the evolving media landscape.
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