The deal, in partnership with digital specialists Durkin Media, will see What's on TV take banner advertising on the Electronic Programme Guide in Freeview's set-top boxes.
This will initially go out to around 400,000 homes across the UK, but as the technology grows so will the audience share.
Pippa Pollard, IPC TX business development director, said: "The EPG is a crucial tool in DTT homes and perfectly complementary to the function of our listings magazines."
She added: "This deal stakes our claim at the forefront of the development of digital TV, and will allow us to develop truly innovative ways to bring our brand value and expertise to the Freeview experience."
With Freeview set to become the biggest digital platform within a few years, Durkin Media sees the deal as a huge benefit to advertisers.
Andy Blanche, Durkin Media director, said: "IPC TX is a real innovator in this new media space and we're currently talking to a range of other potential advertisers excited by the opportunity of reaching the responsive and interactive Freeview audience."
Freeview has recently hit the 4.4m mark and take-up is set to climb faster than any other digital television service, due to its comparatively low price. Freeview is available from a one-off payment of £45 for a set-top box.
What's on TV is read by 1,635,023 people each week, according to the latest ABC figures.
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