Espotting replaces Overture as the paid-listings provider on sites including those for the programmes 'Pop Idol', 'Who Wants to Be a Millionaire?' and 'I'm a Celebrity... Get Me Out of Here".
The company will provide contextual advertising and listings alongside relevant editorial stories, such as rugby-related listings on reports about the Rugby World Cup.
The deal begins in December and will include any new programme launches.
Colin Ramsay, head of online sales at ITV/Granada Media, said: "The Espotting deal will take ITV to the next level of integrating both the search and content monetisation solutions in accordance with the look and feel of the ITV brand."
Espotting auctions words to advertisers to appear within search listings, with advertisers then paying for any traffic received from the listing.
Daniel Ishag, CEO and founder of Espotting, said: "The depth of our deal with ITV highlights how Espotting works with affiliate partners to monetise different sections of their site, while providing highly relevant content."
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