ITV the UK’s leading commercial TV broadcaster, has called for industry-wide harmonisation of ad targeting technologies, ahead of a micropayments push.

“If everyone develops their own customised targeting approach, which is happening, things are going to get needlessly messy and confusing, it starts to not make any sense,” ITV commercial and online MD Fru Hazlitt told the Association of Online Publishers’ summit in London on Friday.

“We need to work on a common targeting approach across all agencies, advertisers and publishers. That will be a real rallying cry from us. A standardised approach, if we are not to drown ourselves.”

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