Channel 4 is taking on the likes of Sky and Orange with the launch of its own dedicated online ad sales network called 4 Digital Solutions (4DS).
The broadcaster has appointed former lastminute.com sales director Matt Gower as director of 4DS. The new service will have a premium ad network which focuses on video streaming and high-end advertising alongside a standard ad network that will resemble Gower’s previous employer MediaRun.
4DS will compete with Orange, which moved into third-party sales earlier this month, and BSkyB’s ad sales division Sky Media.
It is thought that Channel 4 could license content in the future and might also look to help agencies to create ad campaigns and content.