Channel 4 today has signed a series of deals that see its VOD-ad-inventory become available across five new major buying platforms, providing brands increased access to buy across the broadcaster’s inventory, around all programmes in real-time, against precise audiences and contexts.
These new global partnerships – with Amazon Ads, FreeWheel, Hawk (an Azerion company), PubMatic, and Yahoo DSP – have been struck by Omnicom and it is claimed they mark a new milestone in Channel 4’s advertiser accessibility strategy.
All campaigns will adhere to Clearcast guidelines in addition to Channel 4’s own creative and ethical standards. This follows the recent announcement of the broadcaster’s expanded relationship with Google Display & Video 360 that will allow Google Audiences to be overlaid on Channel 4 inventory.
The Amazon DSP deal will kick off in Q3, making Channel 4’s programming available to global programmatic advertisers alongside other CTV streaming services including Prime Video, Netflix and Disney+. This integration follows Channel 4’s biggest ever Q1 streaming audience in 2026.
Channel 4’s inventory is now live on FreeWheel Buyer Cloud, providing immediate access to high-quality audiences and content, further strengthening Channel 4’s relationship with FreeWheel’s premium technology.
In addition, it is also available on PubMatic Activate, a direct-to-supply activation platform enabling advertisers and agencies to activate premium guaranteed and private marketplace deals across Channel 4 in real-time.
Advertisers will also benefit from access to Channel 4’s content via further DSPs in the coming months, including with Yahoo DSP, allowing advertisers to run campaigns alongside other streaming services Netflix and Disney+.
Hawk DSP, an Azerion company, will also enable programmatic activation around all programmes within Channel 4’s premium environments.
Channel 4 chief commercial officer Rak Patel said: “In response to market demand for greater flexibility and scale in programmatic, these integrations perfectly align with our advertiser-led, agency-aligned strategy and our commitment to continuous innovation. By making Channel 4’s distinctive content and rich audience insights available through these partnerships, we’re making it easier than ever for brands to plan and activate campaigns with real impact.”
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