Channel 4 is launching a set of new streaming innovations including an enhanced private marketplace and renewed targeting capabilities.

The updates build on Channel 4’s streaming growth which has gone up by 25% from January to August 2024, and aim to open up streaming advertising to smaller and medium sized businesses.

Currently in the beta testing phase ahead of a full launch which is soon to be announced, the private marketplace will allow advertisers to maximise ad speed. It provides access to enhanced data capabilities and insights that are informed by geo data, device type and genre across connected TV devices, mobile and desktop.

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During testing, Channel 4 has so far used the technology to deliver campaigns with several agency groups including FMCG, Beauty, Travel and Tech.

The aim of the move is to create new commercial opportunities for Channel 4 by opening streaming advertising to brands including smaller and medium-sized businesses across advertising agencies.

The broadcaster has posted revenues of £1.02bn ($1.6bn), this is despite what has been billed as the largest ad downtown since 2008.

Digital revenues increased 10% to £280m, accounting for 27% of total revenues, and are forecast to reach 30% in the coming year.

Channel 4 Sales has also recently appointed a new chief commercial officer set to begin work in January.