ITV’s online viewers could soon be targeted with artifical intelligence adverts based on the programmes they are watching

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ITV’s online audience may soon be targeted with advertisements based on the programs they are watching.

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The broadcaster plans to use artificial intelligence to select advertisements to suit happy or sad moments in drama and news programs on its ITV Hub streaming service.

The media giant is set to launch a pilot of the new technology early next year, internally called ‘Moments, Objects, Moods’ or ‘Moms’.


Futuristic: Broadcaster ITV plans to use artificial intelligence to select advertising on its ITV Hub streaming service based on the programs viewers are watching.

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Under the plan, a dating app or a holiday firm could be advertised soon after the scene of a relationship breakdown in Coronation Street.

The technology is capable of scanning sequences of products such as food and cars, inserting ads for pizza and vehicles into the next ad break as soon as 30 seconds later.

ITV director of advanced advertising, Rhys McLachlan, told The Mail on Sunday: ‘We’ve always known what’s on the show – you don’t advertise the car right after the car accident in the drama. But what takes it to the next level is being displayed in detail and in real time.

‘If there are moments of joy, happiness, sadness, distress, we can tell what it is and input it.’

ITV forecast a sharp increase in its advertising revenue this month, its best showing in its 66-year history, aided by a post-pandemic boom and the delayed Euro 2020 football tournament.


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