UK commercial broadcaster ITV has entered into a partnership with Amobee, an ad tech company, for end-to-end programmatic buying and selling of video on the ITV Hub, ITV’s video on demand (VOD) service.

The deal means that ITV will be able to offer advertisers its portfolio of digital video inventory through the Amobee platform. The partnership will span all digital video content types including long-form VOD, livestreaming video, and short-form video across all consumer devices.

“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 of 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.”

ITV and Amobee will also collaborate to develop the industry’s ‘next-generation solutions’ to bring TV and digital media together across all devices. And ITV will consolidate programmatic access to its media with the Amobee demand side platform.

“ITV is working to deliver the most ambitious programmatic video initiative in the United Kingdom, a testament to their innovative, forward-thinking leadership among broadcasters and commitment to invest in new video technology,” said Kim Perell, CEO of Amobee. “Amobee’s strategic partnership with ITV will unlock the value of advanced TV for both ITV and their customers across the United Kingdom.”