Channel 4 in European TV ad alliance to take on Google and Facebook

Deal will allow advertisers to run campaigns on video-on-demand that could potentially reach up to 160 million viewers

Channel 4 has joined an alliance of Europe’s biggest broadcasters to run commercials across their video-on-demand (VOD) services, in a move to combat Google and Facebook’s dominance of online advertising.Channel 4, which offers shows including Great British Bake Off, Gogglebox, Humans and Hunted via All4, will be the exclusive UK partner in the alliance, the European Broadcaster Exchange (EBX).Advertisers will be able to book pan-European campaigns across Channel 4’s All4 and equivalent onlin...