UK commercial broadcaster ITV has announced an exclusive deal with a digital advertising tech company to allow advertisers to better target viewers.

The company has signed an exclusive UK and Ireland licensing agreement with Amobee for ‘end-to-end programmatic buying and selling of premium video inventory’.

This will enable advertisers control over the purchasing of their campaigns across ITV’s on-demand ITV Hub service.

The ITV Hub has over 28 million subscribers, with over 79 per cent of all 16-34 year olds in the country registered to the service.

It has seen a 32 per cent increase in viewing in the past year, with over 446 million hours of online viewing, with its biggest day on 3 July when the World Cup and Love Island contributing to a record 9.7 million live and catch-up viewers.

“This agreement enables ITV to respond to our customers’ needs of frictionless targeted advertising in a brand safe environment complementing what they currently do on our channels,” said Carolyn McCall, CEO, ITV.

“It accelerates the strategic development of our VOD advertising capabilities and provides a technology platform that will enable ITV to create an industry standard for VOD to match the established system for linear advertising.”