Adform

Channel 4 Opens Programmatic Access to Five Adtech Partners

UK broadcaster Channel 4 announced on 2026-06-22 that it is expanding programmatic access to video-on-demand inventory by partnering with five ad tech firms. Amazon Ads, FreeWheel, Hawk, PubMatic and Yahoo DSP will gain direct access to Channel 4’s on-demand offering. Channel 4 said Amazon Ads, Hawk, FreeWheel Buyer Cloud and Yahoo DSP will be added as DSP partners, while it is integrating PubMatic’s direct-to-supply offering, Activate. The broadcaster previously supported programmatic buying via Google DV360, The Trade Desk and Adform. Rak Patel, Channel 4’s chief commercial officer, framed the move as advertiser-led and intended to provide greater flexibility and scale. The announcement positions Channel 4 closer to the broader, multi-partner programmatic approaches used by many large U.S. TV businesses and renews industry debate over open versus restricted programmatic access.

Adform Opens Full-Stack Platform for Agentic Advertising

Adform announced that it is opening its integrated advertising platform, Adform FLOW, for direct connections from external AI tools (examples named: Claude, ChatGPT, Microsoft Copilot and customer AI). The integration is enabled via a new Model Context Protocol (MCP) server that acts as a flexible gateway to Adform’s core components — an integrated DSP, Ad Server, DMP and ID Fusion — exposing more than 800 agentic capabilities across the campaign lifecycle. Adform says the capability supports campaign planning, in-flight optimisation, forecasting and cross-channel reporting through AI prompts and is available today. Industry agency partners (Omnicom, Publicis Groupe, GRIT Media) provided positive early feedback in the release. The article was published 2026-06-15.

Adform Opens Full-Stack Infrastructure for Agentic Advertising

Adform announced a major expansion of its integrated advertising platform, enabling clients to connect directly to Adform FLOW — including its DSP, Ad Server, DMP and ID Fusion — via external AI tools of their choice. The company exposes over 800 agentic capabilities through a Model Context Protocol (MCP) server, allowing AI agents (e.g., Claude, ChatGPT, Microsoft Copilot or custom solutions) to access campaign planning, forecasting, in-flight optimization and cross-channel reporting. Adform says the functionality is live and available today; early client quotes from Omnicom, Publicis Groupe and GRIT Media describe the release as production-ready and market-ready. The announcement was published via Business Wire on June 15, 2026.