U.K. broadcaster Channel 4 has started selling ads in programmatic auctions in hopes it will attract digital advertisers to TV. Historically, the broadcaster has let advertisers bid on ads autonomously, but they had to be approved by a commercial exec before it was completed. Now, that process is fully automated. This is "a big step forward and means that the broadcaster can now start to compete with established premium online video players,” said Lawrence Dodds, client director at agency Universal McCann. Read more below.

• In order to maximize the money made from those auctions, advertisers agree to buy a fixed number of impressions from Channel 4, which then agrees to deliver them for a guaranteed price.
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