Channel 4 launches own ad sales network


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 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.

Latest from Marketing Week

Marketing Week Meets… Mark Ritson

The Marketing Week columnist, consultant and professor explains why marketers need to talk about “making money first”, in a podcast recorded at the Festival of Marketing in October.


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here