ITV, the UK’s largest commercial broadcaster, has officially launched its live broadcast addressable advertising product, Live Addressable+, with an exclusive beta trial in partnership with Omnicom Media Group.
The initial trial has gone live with over 20 Omnicom Media brands across a range of categories, including automotive, retail, and telecoms, before rolling out to the wider market in the coming weeks.
Live Addressable+ offers addressable targeting options on ITV’s live linear broadcast channels for the first time.
Originally announced in October 2025, Live Addressable+ offers digital targeting across both on-demand viewing and live broadcast channels. It is available on ITVX and ITV broadcast channels, ITV1, ITV2, ITV3, ITV4, and ITV Quiz.
Bookable through ITV’s programmatic, self-service advertising platform Planet V, it lets advertisers reach viewers based on a range of attributes, such as life stage, income bracket, location, as well as shopping preferences and auto purchase options.
This is achieved by matching ITV’s first-party audience with databases such as Carwow or Tesco’s Clubcard via the ITV Retail Match product.
Ben Allen, Director of Commercial Strategy and Trading at ITV, said: "Live Addressable+ brings together the unparalleled scale and reach of broadcast television with the precision and targeting capabilities of digital and is both a powerful new tool for advertisers and a step towards the future of how television will be bought and sold. I’m delighted to be bringing this to the market alongside Omnicom and their key brands for this initial, exclusive period before we roll it out to our partner agencies and clients.”
Danny Barnes, Chief Investment Officer at Omnicom Media UK, said: “Live Addressable+ represents a significant evolution in how brands can access the power of television. By combining ITV’s unmatched broadcast reach with sophisticated addressable targeting in live environments, it enables greater precision, relevance, and accountability at scale. Partnering with ITV on this exclusive launch helps us to shape the next phase of addressable AV buying for our clients.”
Sky and ITV are reportedly close to an acquisition deal that would see the telecoms operator take over the UK’s most-watched free-to-air PSB. Discover more here.
Netflix uses GenAI on 300 titles in 2026
Netflix has revealed that nearly 300 titles on its platform have used generative AI, from early concept stages and pre-visualisation through to post-production and release.
Poppy Dixon appointed BBC Head of Documentaries
The BBC has appointed former Sky executive Poppy Dixon as its Head of Documentaries.
Virgin Media launches AI robots to monitor TV network in real-time
Virgin Media has created its own AI robots to monitor its television network quality in real-time in a bid to quickly identify and resolve any issues when they occur.
US government seizes over 1,000 websites streaming FIFA World Cup
Global anti-piracy coalition the Alliance for Creativity and Entertainment (ACE) has applauded the US government’s seizure of over 1000 illegal websites streaming the FIFA World Cup over the past month.
Channel 4 names Simon Rexworthy as Chief Strategy and Corporate Development Officer
Simon Rexworthy has been named Channel 4’s Chief Strategy and Corporate Development Officer. He will report to Chief Executive Priya Dogra and join the broadcaster’s executive committee.
