ITV transforming the streaming landscape with real-time ad delivery at scale

ITV uses SAS 360 Match to drive viewer engagement with customized ad experiences


ITV, the UKs largest commercial broadcaster, is using an API-driven first-party ad server developed by data and AI leader, SAS, to deliver personalized advertising to the 40 million registered users of its content hub, ITVX.

A year after its launch, as well as 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.

Advertisers are increasingly moving budgets to platforms that can provide verified audiences and automated buying options. Streaming services and Connected TV are well placed to benefit from this shift, but to facilitate this they need a robust advertising technology foundation thats also flexible enough to integrate and develop in-house solutions.

The intelligent advertising solution,SAS 360 Match, delivers this by providing highly targeted, real-time ad decisioning on an immense scale in on-demand and live simulcast delivery. It operates in a flexible and transparent way yet can handle complex business rules and criteria.

With SAS 360 Match, ITV can:

  • Confidently forecast its digital audience and ad inventory across scheduled programming and on-demand content.
  • Take control of its ad monetization strategy with intelligent advertising-supported video on demand (AVOD) even in a cookie-less world.
  • Deliver contextually relevant ad content based on deep analytics about viewers content preferences.
  • Build an AdTech stack with embedded advertising intelligence to take control of monetization and the digital advertising ecosystem.

When we have a challenge or see an opportunity, we have a conversation with the brilliant minds at SAS, said Alex Maison, Head of Digital Ad Platforms, ITV.

We often come back with something better than what we were thinking. Weve been able to progress at a great pace and keep ahead of the market because of those conversations.

One of these key innovations is Planet V, ITVs self-serve programmatic platform that provides advertisers with a range of campaign booking options based on show content and audience data. Planet V, self-built by ITV and now the UKs second-largest programmatic platform, is a high-fidelity integration with the SAS 360 Match solution for ad delivery and campaign management.

The flexibility of SAS 360 Match allows us to develop things at our own pace, added Maison. We define our own development queue were not waiting for a third party. Were able to build most of the things we need to get to market ourselves.

One of the biggest advancements on the horizon for ITV is addressable linear advertising. Ads delivered on standard broadcast TV are the same for every viewer, but addressable linear allows different ads to be shown to different households, even though they are watching the same program. This is achieved through set-top boxes and smart TV technology that can receive and display ads based on the households demographics, viewing habits or other targeting criteria.

Roderick Crawford, Senior Vice President for SAS Northern Europe, said: SAS has been working with ITV for more than 10 years and its been great to see the collaboration develop to the point where our customer intelligence software now helps deliver personalized ads to the 40million registered users of its content hub, ITVX. We know ITV has ambitious plans to become a leader in UK streaming and grow digital revenue significantly, and were delighted to be supporting them on this journey.

Find out more about SAS work with ITVhere.

About SAS

SAS is a global leader in data and AI. With SAS software and industry-specific solutions, organizations transform data into trusted decisions. SAS gives you THE POWER TO KNOW.

Web 3 streaming platform myco secures rights for HBL PSL 8 cricket coverage across MENA

myco (formerly known as MContent), a leading entertainment and sports streaming platform will stream the Pakistan Super League (HBL PSL Season 8) through criclife 2 on its Web 3 streaming platform in the MENA region for free, offering viewers the chance to watch the live stream of PSL matches in high quality and participate in the unique “watch and earn” mechanism that rewards them for the time they spend watching the matches.
Key Highlights:
– myco acquires the distribution rights for Pakistan Super League and will show live streams of all matches on
– The platform’s unique watch and earn mechanism will allow cricket enthusiasts to earn rewards from watching their favorite sports content.
– The newly formed partnership with the Quetta Gladiators makes myco the first Web3 company to ever sponsor a professional cricket team in PSL

“We are excited to offer the PSL matches on our Web 3 streaming platform in the MENA region,” said Umair Masoom, founder and managing partner at myco. “Our viewers will enjoy the high-quality streaming experience and the chance to earn rewards while watching the matches.”

Approximately US$50,000 will be distributed amongst the viewers of HBL PSL Season 8 on myco. The matches can be streamed on or the app which can be downloaded from

Acquiring the streaming rights for cricket competitions like the HBL PSL is only one element of myco’s strategic move into sports. The company has also recently announced its partnership with one of the leading teams in the PSL, the Quetta Gladiators which makes it the first Web3 company to ever sponsor a professional cricket team in the PSL. Additionally, myco has an original production in the works which is directed by Emmy award winning film-maker Mo Ali, which will provide viewers with a unique insight into the interesting history and future of the Quetta Gladiators team, featuring the stars of Quetta Gladiators and the founders.

“We are delighted to partner with a visionary company like myco,” said Nadeem Omar, Owner of the Quetta Gladiators. “As a leading team in the PSL, we are always looking for ways to innovate and engage with our fans. We look forward to seeing what the future holds with myco as our partner.”

myco’s focus on user engagement and the use of Web 3 technology has allowed the company to quickly establish itself as a leading platform in the region. In December 2022, the company had a major success with the exclusive rights to stream the India tour of Bangladesh series, distributing rewards worth over US$26,000 to viewers.

The addition of the PSL to myco’s Web 3 streaming platform is a significant step forward in the company’s efforts to offer innovative and engaging sports content to viewers. myco’s “watch and earn” mechanism, which allows viewers to accumulate rewards for the time they spend watching matches, has been a popular feature on the platform.

About myco

MContent (now myco) is a web3 video streaming platform where SVOD and AVOD capabilities have been vertically integrated in a decentralized environment. The myco platform empowers viewers and creators in a fully decentralized video eco-system with live monetization, crowdfunding, gating NFTs and fractional ownership of content.

The myco platform has almost 1.3 million registered users from across the globe with major footprint in MENA and North America, 500 leading content creator channels, and more than 100,000 user generated videos, as well as a collection of 50 myco original productions and 1000 hours of premium exclusive content. The myco platform is run through its native cryptocurrency (MContent), which is available on the BNB Smart Chain (BEP20), and is trading on multiple exchanges since 2021.

Recently myco disrupted the sports streaming space by become the first in MENA region to offer exclusive live sports in a watch&earn model with participation from 9 top UAE brands as advertising partners. myco also pioneers an elevated content experience through the creation of the Cineverse (cinema in the metaverse).

Watch it. Earn it. Own it – with myco
Download now:

For media enquiries please contact:
Tariq Jaser
Digital Marketing Manager

Topic: Press release summary

England v Iran sets new BBC live streaming record

The memorable 6-2 victory for the Three Lions also pulled in a peak TV audience of 8.1 million and over 70% of the share of available viewers


England’s World Cup 2022 opener against Iran was streamed a record 8 million times on BBC iPlayer and BBC Sport online, making it the largest live streamed event on the BBC over a 24 hour period.

The memorable 6-2 victory for the Three Lions also pulled in a peak TV audience of 8.1 million and over 70% of the share of available viewers.

Sunday’s opening game, Qatar v Ecuador, had a peak audience of 7.9m on BBC One. By comparison, in 2018, the Peru & Denmark match which started at a similar time had a peak of 6.6m on the BBC.

Later today, BBC One and BBC iPlayer will air live coverage of Mexico v Poland (4pm) and France v Australia (7pm). Coverage of all games continues on BBC Radio 5 Live, BBC Sounds and BBC Sport online.

Tech Guru & Media Streaming Mogul Emerges as “MHem,” the 2022 Style Online Music Producer

 For tech guru Mario Hemsley, today’s new online collaboration tools has lead to a personal renaissance. At the suggestion of long time collaborator and business partner Victor S. Allen, instead of trying to resurrect his old friends for an upcoming new music project, he looked online for new music resources and eventually found an unanticipated home at SoundBetter. At SoundBetter, artists, vocalists, and musicians for hire abound are making the site a win-win for those looking to hire and those seeking work. Artists pay a 5% fee and in turn, SoundBetter provides a secure environment for everyone to come out satisfied. Current collaborations online for Mario at SoundBetter include: Chris McQueen, Brian Donohoe, and Jordan Perlson of the Grammy Award winning musical innovators Snarky Puppy. Mario credits SoundBetter with specifically fostering contact with musicians previously difficult or even impossible to connect with. As Mario explains, “With SoundBetter, I was able to reach out to folks I was watching on YouTube and invite them to join my projects, it was a dream come true.”

Current plans are for a minimum of 15 singles in 2023 including remakes of “Smells Like Teen Spirit,” by Nirvana, and “Thank You,” by Alanis Morissette, are currently in production.

Pax Stereo

Victor Allen




  • Arts & Entertainment
  • Music

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