UK commercial broadcaster Channel 4 has teamed up with three European broadcasters to book pan-European advertising campaigns, allowing it to take on digital ad giants Facebook and Google.

The so called European Broadcaster Exchange, which comprises of Channel 4, Germany’s ProSiebenSat.1, France’s FT1 and Spain/Italy’s Mediaset, is set to launch early next year.

Each of the parties will hold a 25 per cent stake in the venture, which will compete for pan-European digital advertising campaigns, running those campaigns across their online streaming platforms. The broadcasters claim their VoD services combined reach more than 160 million viewers a month.

“The demand for multi-territory digital ad campaigns in brand safe and transparent environments is increasing,” said Jonathan Lewis, head of digital and partnership innovation at Channel 4. “The video ad market continues to grow exponentially across Europe.”

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