In today’s Digest we look at the biggest announcements from ITV’s Palooza event this week, Reddit reeling in advertisers with the launch of a new ad format, plus Microsoft making its behavioural analytics tool mandatory for publishers.  

ITV launches linear TV solution and joins TikTok Pulse Premiere

ITV debuted a new advertising solution, Live Addressable +, at its Palooza event this week. For the first time, this will give advertisers addressable targeting options for the broadcaster’s linear TV channels.

Ad space can be booked exclusively through ITV’s proprietary self-service addressable platform, Planet V. Targeting categories include location and income bracket, among others. Using ITV’s Retail Match product, advertisers can match the broadcaster’s first-party audience data with databases from Carwow and Tesco Clubcard. 

The broadcaster also announced it would be joining TikTok’s Pulse Premiere. The contextual advertising solution, launched in the UK market by the social giant in 2023, connects brands with premium publishers and gives brands more control over their ad placements on the social media platform. The collaboration gives brands the option to advertise adjacent to ITV content on TikTok as it shows up on users’ For You page. 

Reddit reels in advertisers with the launch of Interactive Ads 

Reddit has also been busy developing more features as it gains a rapidly increasing number of advertisers. The platform has unveiled a new ad format, Interactive Ads, which allows advertisers to create custom, immersive experiences to draw in consumers. The ads invite users to participate with an immersive experience directly within the Reddit feed. 

The format is being piloted by Paramount for the promotion of The Running Man, due to be released on 14th November. As reported by AdWeek, Paramount worked with Reddit’s in-house creative strategy arm and production house to create an in-feed game called Dodge the Drones, in which users must, you guessed it, help the film’s protagonist to dodge drones. Once an escape door is reached, users will have the chance to see a personalised video and an exclusive clip from the film which can only be seen by those who win the game. 

Reddit intends the new ad format to be adaptable to all types of advertisers, including small and medium-sized businesses who will have access to templated options featuring formats such as quizzes and trivia. 

Microsoft makes its behavioural analytics tool mandatory for publishers 

Microsoft is making its free behavioural analytics tool, Clarity, mandatory for third-party publishers using Microsoft Advertising. They must implement the tool in order to remain eligible for paid impressions and clicks. 

The move can be seen as an effort by the tech giant to tighten its advertising standards, with the tool ensuring transparent and brand-safe ad placements. It makes sure all ad impressions will meet its editorial and safety standards. From now on, any ad clicks or impressions not using Clarity will be filtered out and marked nonbillable, cutting off monetisation for publishers who haven’t complied.