'Going it alone is the wrong strategy': Planet V reveals first platform partner
Samsung TV Plus is to become the first third party publisher partner of ITV's Planet V as of early 2021.
Announced during this week's annual ITV Palooza, buyers will now be able to access Samsung TV Plus inventory through Planet V, ITV's advanced advertising platform.
Speaking at the virtual event, Kelly Williams, managing director, commercial at ITV, said: "Going it alone is not the right strategy. Given the choice, we choose to collaborate".
Williams added that ITV is in the process of talking to "numerous" broadcasters about Planet V, with new partners to be announced soon.
The self service solution was formally launched to the market in October this year, and offers advertisers and agencies addressable audience products and data-driven features built upon ITV's first party data and select premium data partners.
According to the broadcaster, Planet V is now being rolled out across all major agencies, with 100% of ITV's VOD orders set to be executed via Planet V by the end of the year.
Commenting on the Samsung partnership, Williams said: “This collaboration marks another significant milestone for our aspirations for Planet V as a platform for all premium video. Samsung plays a critical role in the modern TV ecosystem, which makes them a perfect strategic partner for this initiative.
"We’re delighted that they too see the power in the consolidation of technology solutions for premium video, and we look forward to coming together to drive the future of advanced advertising.”
Alex Hole, vice president at Samsung Ads, added: “Our partnership with ITV reflects the appetite from advertisers, who can now access directly via Planet V brilliant content from both ITV and Samsung TV Plus, our free, ad-supported streaming service.
"As the TV continues to take centre stage in our homes, it’s crucial advertisers can reach every type of viewer. This partnership allows just that.”