Adform, the most powerful and safe media buying platform built for game changers, today (2nd June 2025) announces a partnership with Channel 4, one of the UK’s leading public service broadcasters. The partnership significantly enhances programmatic access to Channel 4’s premium Broadcaster Video On Demand (BVOD) inventory. This empowers advertisers to deliver at scale high-quality, data-driven video campaigns with greater transparency and control.

As advertisers increasingly require accountable reporting and flexibility to optimise omnichannel performance, Channel 4 sought to provide streamlined and comprehensive access to its premium digital video content. This included the ability to transact via Private Marketplaces (PMPs) and Programmatic Guaranteed (PG) deals to activate BVOD campaigns with both precision and efficiency.

Partnering with Adform’s fully integrated advertising platform, with its strong data privacy framework and proven ability to support brand-specific outcomes, Channel 4 is providing advertisers with the tools they need to drive impactful and measurable results. Underpinned by Channel 4’s brand-safe and privacy-compliant inventory, through Adform’s platform, advertisers can leverage granular insights to optimise their premium video campaigns and unlock game-changing omnichannel performance.

William Jones, Senior Director of Advanced TV and Omnichannel Activation, Adform, commented: "Channel 4 is a leading force among UK broadcasters that are propelling outcomes for advertisers. We’re delighted to cement this partnership and support Channel 4 and its advertisers in getting the most out of their premium video media buys with unprecedented programmatic control, comprehensive reporting, and scalable omnichannel results."

Alex Wright, Programmatic & Data Leader at Channel 4, said: "We’re committed to evolving how advertisers can better engage with our viewers consuming high-quality BVOD content. Partnering with Adform allows us to offer greater flexibility and scale through programmatic buying, while ensuring our values around transparency and brand safety remain firmly in place. The result will see more effective advertising experiences for our audiences as well as more revenue opportunities for our brand and agency partners."

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