Channel 4 launches its own premium video programmatic exchange

Channel 4 is going all-in on programmatic trading. The national U.K. broadcaster announced today at its upfronts that it is launching a video programmatic advertising exchange. Dubbed the Premium Video Xchange (PVX), the service will let advertisers buy audiences programmatically across its All 4 video-on-demand service on any device, including TV screens, in early 2016.Read the full article