ITV has unveiled its answer to Sky’s AdSmart targeted TV advertising product in the form of Planet V, an addressable TV advertising platform. The platform will enable advertisers and agencies to control the purchasing of their campaigns across the ITV Hub, ITV’s video-on-demand service.

Planet V, which will launch early next year, will give these advertisers and agencies the ability to build audiences using ITV’s first-party data – which can be blended with their own data – and monitor campaigns all day, every day.

The platform has been built on Amobee’s advertising technology and comes after the pair struck a deal for end-to-end programmatic buying and selling of video on the ITV Hub earlier this year. Since entering into the agreement, ITV and Amobee have been working to develop capabilities for premium video inventory in the ITV Hub.

 “Planet V is a significant step forward for us, meeting the widening demands of advertisers and bringing ITV’s unparalleled combination of mass simultaneous reach and targeted advertising,” said Kelly Williams, managing director of commercial at ITV. “It will be a continually evolving platform, providing the very best frictionless, data-driven buy, in a premium, brand safe environment, for our clients.”

Planet V will fully launch in February 2020 following an initial ITV-supported rollout to agencies in December.

ITV’s unveiling of the advertising platform comes just after the BBC and Sky announced they were exploring the possibility of serving different households different, more relevant, trailers for BBC content via an AdSmart-powered product called ‘PromoSmart’.