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TV Tech

George Winslow

ITV Relies on SAS to Deliver Personalized Ads to 40M Users of ITVX

SAS logo.

CARY, N.C.—The UK's largest commercial broadcaster ITV has released new details on how it is using an API-driven first-party ad server developed by SAS, to deliver personalized advertising to the 40 million registered users of its content hub, ITVX.

A year after its launch, with about 40 million registered viewers, ITVX boasted 2.7 billion streams which was a new record for ITV. Recent successes include the Rugby World Cup streams, which have reached 60 million views - an 80% increase compared to the 2019 tournament.

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