ITV Launches Live Addressable +

ITV has launched its new addressable advertising product - Live Addressable +.

Launched on stage at the ITV Palooza, ITV's commercial event, this development brings thousands of addressable targeting options to ITV's live linear broadcast channels for the first time.

Exclusively bookable via Planet V, Live Addressable + will apply ITVs full suite of existing addressable capabilities across ITV’s live inventory on ITV1, ITV2, ITV3, ITV4, and ITV Quiz.

The thousands of targeting options available, in live linear television, will give advertisers the chance to reach viewers based on everything from life stage, income bracket, location and even auto purchase or shopping preferences by matching ITV’s first-party audience with Carwow or Tesco’s Clubcard databases via the ITV Retail Match product all built using privacy-by-design principles to protect viewers' data.

Extending ITV's addressable targeting to live broadcast channels brings unparalleled reach, making campaigns considerably more powerful. In comparison to the start of 2025 it triples the amount of ITV viewing available as addressable advertising.

Ben Allen, ITV Director of Commercial Strategy and Trading, said: "Since launching Planet V we’ve given brands the opportunity to define and target the audiences that are important to them through the power of TV advertising on VOD, and we’re thrilled to be bringing this opportunity to our most powerful live TV content with Live Addressable +.

"For advertisers that means both extended reach and targeting of a whole different audience as we bring addressable capabilities into live TV."

www.itv.com