OOT: Channel 4 hits Google with BT Sport advertising deal

The British Channel 4, is launching a digital ad sales house and just won BT Sport’s Digital Inventory in a direct hit to Google, who had previously been held the advertising. Google is seen less as a frenemy on the industry, but as a direct competitor, because of Youtube.

Channel 4 just got the right to sell exclusively dynamic advertising inventory on BT Sport’s on-demand mobile, tablet and browser-based platforms, via 4 Sales.

According to Video Ad News, at the end of last year, Channel 4 signed up as a partner of the European Broadcaster Exchange (EBX), a group founded by ProSiebenSat.1, TF1 and Mediaset to sell European TV campaigns with programmatic purchasing.

BT Sports has UEFA Champions League coverage, 42 Premier League games, The Emirates FA Cup, and Premiership and European Rugby.