Channel 4’s ambition is to attract further publishers this year to extend its third party ad sales representation into the digital market.
Its offer includes dynamic ad insertion and a first-party data strategy including bespoke data matching models to improve ad targeting.
Jonathan Lewis, head of digital and partnership innovation at Channel 4, said: "BT Sport has arguably one of the most demanded premium dynamic ad inventory in the market with its exclusive UEFA Champions League coverage, 42 Premier League games, The Emirates FA Cup, and Premiership and European Rugby and we look forward to welcoming them and more partners on board in 2018."
Jeremy Rosenberg, head of advertising partnerships at BT, added the deal would help "drive efficiencies across BT Sport’s live streaming service across desktop and our award winning app".
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