As digital and addressable TV advertising rapidly evolve, ITV, the UK’s largest commercial broadcaster, is reaffirming its commitment to modernization. With over 34 million weekly viewers, ITV announced an extension of its strategic partnership with Placements.io, the industry-leading advertising operations platform. This renewed collaboration will help streamline ITV’s cross-platform ad operations, enhance financial processes, and future-proof the broadcaster’s advertising infrastructure.

A Long-Term Partnership Built for Innovation

Building on a Successful 2021 Foundation

• ITV first partnered with Placements.io in 2021, implementing the AdSalesOS platform to unify its ad sales ecosystem.

• The partnership was key in driving automation and integration across sales, operations, and finance.

Strategic Renewal for Continued Efficiency

• The renewed deal ensures ITV will continue leveraging AdSalesOS to manage complex advertising across linear TV, digital, and addressable formats.

• Supports ITV's strategic push towards scalable, data-driven ad operations.

Outcomes from the Partnership

Operational Efficiency

• AdSalesOS enables ITV to automate workflows, reducing manual effort across departments.

• Sales, finance, and ad operations teams benefit from streamlined processes and increased productivity.

Seamless System Integration

• The partnership supports three core integrations that consolidate ITV’s systems and processes.

• Unified ad data improves real-time insights and decision-making, aligning with ITV’s business goals.

Financial Accuracy & Automation

• Enhances ITV’s ability to manage billing and revenue with precision.

• AdSalesOS automates financial processes, reducing reconciliation time and ensuring compliance and control.

Industry Perspectives

“Our partnership with Placements.io has been instrumental in streamlining our advertising operations.”

– Alex Maison, Head of Digital Ad Platforms, ITV

Maison emphasized how the platform’s integration capabilities have boosted efficiency across ITV’s internal teams.

“ITV is setting the standard for modernizing TV ad sales.”

– Evan Bowen, Chief Business Officer, Placements.io

Bowen highlighted ITV’s leadership and how its investment in Placements.io reflects a focus on adaptability, efficiency, and revenue optimization.

Strategic Context: The Evolving Ad Tech Landscape

Responding to Media Industry Trends

• As broadcasters face rising demand for addressable TV and digital ads, automation becomes critical.

• Broadcasters need platforms that unify data, optimize resources, and scale effectively — ITV’s move underscores this shift.

Future-Proofing Ad Operations

• The partnership sets the stage for ITV to continue innovating while maintaining agility in a fragmented advertising environment.

• AdSalesOS provides the framework to expand capabilities as the ad landscape evolves.

ITV’s renewed partnership with Placements.io signals a clear commitment to future-ready advertising operations. By doubling down on automation, data unification, and platform consolidation, ITV is not only enhancing current performance but also building resilience and adaptability for what’s next in broadcasting. As media companies embrace tech-driven transformation, ITV continues to lead by example — proving that strategic investment in ad tech infrastructure delivers measurable and lasting value.