ITV has adopted cloud-based technology for its online services including ITV Player.

The ad server technology from business analytics firm SAS will help determine which ad should be shown at what break during a particular programme

ITV group commercial sales director said: “We are delighted to be partnering with SAS for all of our on demand display and video advertising and are looking forward to working together to develop the ad server to deliver some of the best operational disciplines and insights from TV and online.”

ITV will use SAS Intelligent Advertising for Publishers across all its on-demand platforms including, Playstation, Freesat, iOS and Android.