UK broadcaster Channel 4 has joined forces with ad tech firm The Trade Desk to give brands the opportunity to reach tens of millions of people through both live and on-demand avenues.

The Trade Desk will offer access to Channel 4’s inventory programmatically, giving advertisers the means to target 23m viewers across connected TV (CTV) and other devices.

“We’re delighted to be integrated with The Trade Desk,” said David Amodio, Deputy Head of Digital and Innovation at Channel 4. “The partnership enables our advertisers an important choice when buying brand safe broadcaster video programmatically across multiple platforms.”

In order meet regulatory rules, The Trade Desk will transfer a Clearcast clock number through the bidstream, meaning the origins of each ad will be clearly identifiable.

“As advertisers recognise the data-driven potential of CTV advertising to maximise ad relevance and improve the viewer experience, this partnership with Channel 4 represents a further boost in their ability to execute,” said Patrick Morrell, Director of Partnerships EMEA at The Trade Desk. “Broadening access to Channel 4’s inventory for brands across the open internet means better targeting for brands and greater revenue for broadcasters.”