The broadcaster’s inventory will now be available across Amazon Ads, FreeWheel, PubMatic, Hawk, and Yahoo DSP.
Channel 4 has announced new partnerships with Amazon Ads, FreeWheel, PubMatic, Hawk, and Yahoo DSP to bring its high quality ad inventory and broaden programmatic opportunities for advertisers.
These new global partnerships are providing brands with better flexibility and access for Channel 4’s inventory around programming in real time, with precise audience and context signals.
The campaigns will adhere with Clearcast guidelines and Channel 4’s own “rigorous creative and ethical standards.” The announcement follows the broadcaster expanding its relationships with Google Display & Video 360 to allow Google Audiences to be overlaid on Channel 4 inventory.
Channel 4 experienced its biggest ever Q1 streaming performance in 2026, so its new partnerships look to take advantage of the upward trend in viewership.
In Q3, Channel 4’s inventory will be made available to advertisers through Amazon DSP, making the unique Channel 4 programming available for servers including Disney +, Netflix, and Prime.
“Channel 4 is one of the UK’s most iconic broadcasters, and this integration gives advertisers a powerful new way to reach streaming audiences at scale,” said Phil Christer, Managing Director, UK, Amazon Ads.
“By removing complexity from video planning and buying, brands can focus on what matters most: connecting with the right audiences at the right moment.”
The inventory will be available through PubMatic Activate, a direct-to-supply activation platform allowing advertisers and agencies to activate guaranteed and private marketplace deals across Channel 4 in real time.
FreeWheel Buyer Cloud will also hold the inventory, with immediate access to high-quality audiences. In July, the partnership with Yahoo DSP will allow advertisers to run campaigns along with streaming services like Disney + and Netflix.
In response to market demand for greater flexibility and scale in programmatic, these integrations perfectly align with our advertiser-led, agency-aligned strategy and our commitment to continuous innovation,” said Rak Patel, chief commercial officer and Channel 4.
“By making Channel 4’s distinctive content and rich audience insights available through these partnerships, we’re making it easier than ever for brands to plan and activate campaigns with real impact.”
