New terms will also apply to viewers watching ITV’s live channels on BT, Sky and Virgin Media.
Like many other broadcasters around the world, ITV is ramping up data collection as it seeks to better understand audience trends and improve monetisation.
Ahead of the new policy coming into force on the 10th November, ITV has signed a number of agreements with platform operators paving the way for increased data collection. The new policy covers targeted advertising on all ITV services through BT’s IPTV based platform, Virgin Media and Sky.
The new 14 page policy brings all the information about how ITV will collect and use personal data together in one document for the first time. In addition to introducing paragraphs covering targeted ads it also provides greater detail on how viewer data might be processed outside of the UK and EEA.
Targeted advertising and data collection of viewing habits is already commonplace among pay TV operators and video-on-demand services. Sky was the first to substitute adverts shown on a TV channel with targeted adverts delivered via broadband internet.
Public service broadcasters are playing catch-up, with the BBC, Channel 4 and Channel 5 all pursuing different ways to capture more data. At present, technical limitations means broadcasters can’t gather data from normal live broadcasts on non-smart Freeview and Freesat devices. There are projects working on using HbbTV to insert targeted adverts on platforms like Freeview Play in the future.
How do targeted ads work when I watch ITV channels on a smart TV, set top box or streaming device?
ITV has agreements in place with BT, Sky and Virgin Media to enable it to personalise the content and viewing recommendations when you use any available ITV service, and deliver targeted adverts you see (by dynamically inserting them) when viewing ITV channels broadcast on their TV platforms.
How do I control targeted ads when I watch ITV channels on a smart TV, set top box or streaming device?
You can opt out of targeted ads by visiting the privacy or relevant settings page in your smart TV, set top box or other streaming device. If you ask for targeted ads to be turned off, you will still see advert but they may be less interesting or useful to you. This will not affect your experience when you use the same ITV service on another device.