Channel Factory and Dentsu have announced the joint launch of YouTube: Fit for TV Marketplace, a groundbreaking AV Curated Marketplace on YouTube.
Created specifically for AV planners, this new solution is the first in the UK market to apply BARB-aligned quality standards to YouTube inventory at cost-efficient scale, bringing broadcast-level rigour and consistency to digital video, with early adopters including retail giant IKEA.
With UK viewers increasingly shifting their video consumption to platforms such as YouTube, particularly among younger audiences, Fit for TV responds to an urgent need to align YouTube buying with the expectations of modern AV planning.
Fit for TV
Developed by Channel Factory and Dentsu, Fit for TV is a first‑of‑its‑kind AV marketplace, purpose‑built for YouTube, the companies said.
Defined by Dentsu using Channel Factory’s advanced categorisation framework, it is powered by Channel Factory’s proprietary ViewIQ technology and expert human curation.
The marketplace offers premium inventory including channels from leading UK broadcasters creating a scalable, brand-safe video environment that extends campaigns beyond BVOD and linear TV, reaching audiences where they’re truly watching.
Key features
- Application of BARB-aligned filters to prioritise high-quality, broadcast-style content
- Sentiment and contextual analysis to ensure brand safety at scale
- Programmatic guaranteed buying for pricing stability and control
- Attention measurement via xpln.ai, alongside Carbon measurement and offsetting via Cedara
Fit for TV has already demonstrated clear benefits in early advertiser campaigns:
- Consistently on target: 90% on target (3rd party verified) on average across 12 campaigns demonstrating the efficiency of combined audience and contextual targeting strategies.
- Built for incremental reach: Average frequency ~1.23 across 12 campaigns, indicating efficient reach with minimal repeat exposure.
- CTV does the heavy lifting, a natural outcome of prioritising fit-for-TV, longer-duration, entertainment-led content that people choose for lean-back, living-room viewing.
Renee Losardo, Trading Partner at Dentsu, said: “Video consumption habits have evolved, and AV planning must evolve with them.”
“Fit for TV is designed to help brands meet their audiences where they are, while maintaining the rigour and safety they expect from traditional AV environments.”
“By combining the scale and engagement of YouTube with curated quality and safety standards, Fit for TV enables brands to modernise their AV strategies without compromise.”
David Guy, Commercial Director at Channel Factory, said: “Dentsu’s Youtube: Fit for TV Marketplace sets a new bar for digital video planning.”
“It offers the consistency, brand suitability and measurement clarity AV buyers expect from TV, delivered within the flexible and data-driven YouTube environment.”
“We’re delighted that IKEA is among the early adopters and to be supporting them in maximising the outcomes from their YouTube campaigns.”