ITV will use the programmatic ad platform RadiumOne to allow advertisers to reach audiences simultaneously across different devices and online environments.

Under the collaboration, ITV will launch Ad Sync+, which links its broadcast output to RadiumOne’s sharing data capability. “Within milliseconds of an ad playing on ITV, a similar digital ad will be served to users online, with a similar profile to the TV audience in terms of socio-demographics and geography,” said a spokesperson for RadiumOne. “It is about extending reach to include people who may be watching the TV programme but start multiscreening during the ad break.”