Jan 13, 2026
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3
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Staines-upon-Thames, UK, 13th January, 2026 – ITV, one of the UK’s leading broadcasters, has selected Yospace, the global leader in Dynamic Ad Insertion (DAI), to launch a pioneering ad measurement and delivery solution across its channels on Freely, the joint streaming service from Everyone TV developed by Britain’s public service broadcasters the BBC, ITV, Channel 4, and 5.
Freely marks a significant step forward for free-to-air broadcasting, making it possible for UK viewers to stream live TV alongside on-demand content for free, without requiring any dish, set-top box or aerial. It is built on a shared player model, which means that it is not practical to use multiple embedded SDKs (Software Development Kit) from each broadcaster, which would typically be critical to supporting IAB (Interactive Advertising Bureau) compliant measurement. It also had to be compatible with Freely’s requirements, which included the HbbTV Operator Application (OpApp) specification.
ITV needed a breakthrough approach that could deliver a broadcast-grade advertising experience along with industry-standard reporting across any Freely enabled device.
In an industry first, Yospace delivered a dynamic ad insertion solution combined with Client-Guided Ad Measurement (CGAM). It works by enabling the shared Freely player to call a Yospace API with its specific playback position. This generates the data required to provide accurate, IAB-compliant ad measurement across all of Freely’s supported devices without requiring SDK integration and management.
“Working with Yospace on this innovative new solution means we can give advertisers the insight they need by confidently measuring advertising results. ITV has partnered with Yospace for over a decade as we increasingly look for new developments to make sure our clients can make the most of their ad spend." said Thomas Thomas, Director of Engineering at ITV.
The initiative formed the basis of a wider push to standardise scalable ad measurement capture. Yospace ensured that the new Common Media Client Data v2 (CMCDv2) specification supports the required extensions to provide CGAM. Once ratified, the standard will enable any CMCDv2-compliant player to deliver trusted measurement without additional device integration, a major milestone for providing detailed ad measurement across hard-to-reach streaming endpoints, notably in the case of content syndication.
“Our collaboration with Everyone TV and ITV has helped create a genuinely meaningful solution to an ad measurement problem,” said Tim Sewell, CEO of Yospace. “Through the upcoming CMCDv2 standard, this innovation will now be opened up for every other broadcaster.”
This deployment extends Yospace’s already deep relationship with ITV and underlines its leadership in the ad insertion space, with over 2,000 live channels under management and more than 8 billion one-to-one addressable ads stitched per month.
Yospace has been at the forefront of the digital video revolution for 25 years. From the early days of mobile delivery, to the mass consumption and monetisation of premium streaming, we have a history of driving business success for the world’s biggest telcos, broadcasters, and media companies.
Our pioneering dynamic ad insertion technology has helped monetise six Olympic Games, five FIFA World Cups, forty Grand Slam tennis tournaments. We have over 2,000 live channels under management and stitch over 8 billion advertisements per month.
Customers include DIRECTV, FOX, and Tubi in the USA; Allente, Channel 4, ITV, M6, RTL, Telenor, Telia and TV4 in Europe; Nine, and Seven West Media in APAC.
Yospace sits under RTL Group’s adtech unit.
www.yospace.com
