Channel 4 viewers wanting to access the network’s catchup TV service will soon be required to register for an All 4 account, it’s been revealed.
The change – which is set to be introduced next year – will let Channel 4 serve targeted adverts to All 4 customers, regardless of the device they’re using.
Those tapping into the All 4 platform using a Sky or Virgin box won’t, however, need to register for an account, since Channel 4 doesn’t have direct control over them.
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“From next year, every All 4 advertising opportunity will be personalised,” said Jonathan Lewis, Head of Digital and Partnership Innovation at Channel 4.
Earlier this year, the BBC made the bold move of forcing iPlayer users to register for an account before accessing the platform – but for a different reason.
The British broadcaster peeks at its user data to catch licence fee dodgers, while Channel 4 will use its customer information to distribute personalised adverts.
That’s only the tip of the iceberg, though.
Channel 4 is reportedly researching ways to serve targeted ads to linear TV viewers – and Sky’s Adsmart technology could make that a reality sooner rather than later.
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