ITV launches GenAI ads manager with Magnite technology

ITV, the UK’s largest industrial broadcaster, introduced on October 8, 2025, a brand new partnership with Magnite to launch the ITV GenAI Adverts Supervisor platform. The initiative builds on ITV’s industrial inventive manufacturing service growth from September 2024, which first launched generative AI capabilities for small and medium-sized enterprise promoting.

The platform makes use of Magnite’s streamr.ai know-how to automate commercial creation for tv and streaming distribution. In response to the announcement, the system generates content material by analyzing customer-owned digital belongings together with web sites and social media profiles. The ITV Industrial inventive manufacturing crew manages the platform operations, enabling advertisers to supply television-ready commercials in beneath thirty seconds via a low-cost entry bundle.

Regulatory compliance integration

The UK Code of Broadcast Promoting has been embedded inside the platform’s creation and suggestions mechanisms. This integration goals to streamline the clearance course of whereas sustaining regulatory compliance requirements. All commercials produced via the system bear assessment by ClearCast earlier than broadcast distribution, following normal tv promoting protocols.

ITV’s inventive manufacturing crew at the moment assists greater than 200 manufacturers coming into tv promoting yearly. The GenAI manufacturing service stays accessible to all qualifying SME advertisers, who can go for upgraded packages providing extra custom-made inventive options. The broadcaster has skilled its whole industrial crew on platform operation.

Platform capabilities and course of

The ITV GenAI Adverts Supervisor extracts visible and textual components from a enterprise’s present on-line presence to assemble broadcast-compliant commercials. The know-how processes this data to generate commercials assembly ITV’s inventive requirements for each conventional broadcast and streaming channels. The thirty-second manufacturing timeline represents a major discount from typical commercial creation strategies, which usually require days or even weeks from idea to completion.

The platform’s UK-specific mannequin routinely produces commercials conforming to BCAP requirements, doubtlessly decreasing clearance length. SMEs accessing the service can transfer from preliminary idea to broadcast-ready content material inside minutes, although remaining clearance via ClearCast stays obligatory.

Market context and SME accessibility

Tv promoting has traditionally offered boundaries for small companies as a consequence of manufacturing prices and technical necessities. Production expenses for traditional television commercials usually vary from hundreds to tens of hundreds of kilos, excluding media shopping for prices. The automated platform reduces these monetary and operational hurdles.

The September 2024 announcement marked ITV’s preliminary foray into AI-assisted commercial creation for SMEs. That launch represented the broadcaster’s response to altering market dynamics, the place digital platforms have captured growing promoting budgets from smaller companies. The October 2025 platform launch extends this technique by automating extra of the inventive course of.

Jason Spencer, Enterprise Growth Director at ITV, acknowledged: “After our groundbreaking launch of GenAI adverts final yr, that is the subsequent thrilling stage in how we use the fast-moving know-how to make TV promoting extra accessible for any small enterprise which beforehand would not have been in a position to faucet into its energy to develop their enterprise. Through the use of the specifically created ITV GenAI Adverts Supervisor powered by Magnite’s streamr.ai and coaching up all our crew to make use of it, we’re persevering with our ongoing dedication to assist SMEs and innovate by democratising the inventive manufacturing course of even additional.”

Technical structure and coaching

Magnite’s streamr.ai serves because the foundational know-how for the bespoke ITV platform. The system employs machine studying fashions skilled on broadcast promoting requirements particular to UK rules. This localization allows the platform to generate content material assembly BCAP Code necessities with out in depth guide intervention.

The coaching program for ITV’s industrial crew ensures constant platform utilization throughout the group. This inside functionality growth permits the broadcaster to take care of high quality management whereas scaling SME commercial manufacturing. The method contrasts with purely automated techniques by sustaining human oversight all through the creation course of.

Jonathan Moffie, Head of Agentic Product at Magnite, acknowledged: “Streamr.ai is constructed to take away boundaries and make high-quality video manufacturing accessible to each enterprise. Partnering with ITV to launch the GenAI Adverts Supervisor brings that imaginative and prescient to life on the UK’s largest stage. Coaching a UK-specific mannequin that routinely produces BCAP-compliant commercials has been particularly thrilling, because it reduces the clearance course of. Collectively, we’re enabling hundreds of SMEs to create broadcast-ready adverts in seconds, unlocking the complete potential of TV promoting as a strong development driver.”

Implications for promoting panorama

The platform launch happens amid broader business shifts towards programmatic and automatic promoting options. Digital platforms have dominated SME promoting budgets via self-service interfaces and decrease minimal spending necessities. Tv broadcasters have responded by creating extra accessible entry factors for smaller advertisers.

The mixing of generative AI into broadcast promoting manufacturing represents a notable growth in media know-how utility. In contrast to digital promoting platforms that supply templated options, the ITV system generates customized content material whereas sustaining broadcast high quality requirements. This method makes an attempt to bridge the hole between digital promoting accessibility and tv’s manufacturing necessities.

ITV’s broader strategy contains increasing its advertiser base past conventional large-budget shoppers. The broadcaster faces competitors from streaming companies and digital platforms for promoting income. Decreasing boundaries for SME participation expands the potential advertiser pool whereas filling stock throughout broadcast and streaming properties.

The partnership construction locations Magnite’s know-how inside ITV’s operational framework moderately than providing a standalone service. This integration maintains the broadcaster’s management over content material high quality and regulatory compliance whereas leveraging specialised AI capabilities. The mannequin differs from purely third-party options by holding manufacturing oversight inside ITV’s organizational construction.

Regulatory concerns

BCAP Code compliance stays central to the platform’s design. UK broadcast promoting rules govern content material accuracy, decency, and industrial practices. The automated system should navigate these necessities whereas producing numerous commercial varieties throughout a number of enterprise classes.

The ClearCast assessment requirement maintains present regulatory safeguards regardless of manufacturing automation. This dual-layer method—automated BCAP compliance adopted by human clearance assessment—makes an attempt to stability effectivity with regulatory adherence. The clearance course of timeline depends upon commercial complexity and potential compliance questions.

The UK-specific mannequin coaching acknowledges regulatory variation throughout markets. Commercial requirements differ considerably between jurisdictions, requiring localized approaches for automated compliance techniques. The platform’s concentrate on UK rules limits quick worldwide utility however doubtlessly allows future market-specific diversifications.

Financial elements

The low-cost entry bundle goals to draw companies beforehand excluded from tv promoting as a consequence of finances constraints. Particular pricing particulars weren’t disclosed within the announcement. The worth proposition facilities on lowered manufacturing prices and accelerated timeline in comparison with conventional strategies.

SMEs allocating promoting budgets should weigh tv’s attain and credibility in opposition to digital platforms’ concentrating on capabilities and measurement instruments. The GenAI platform addresses manufacturing value boundaries however doesn’t eradicate media shopping for bills, which range based mostly on programming, timing, and viewers attain.

The improve path to extra crafted inventive options suggests a tiered pricing mannequin accommodating totally different finances ranges and inventive complexity necessities. This construction makes an attempt to serve each cost-sensitive companies searching for primary broadcast presence and people requiring extra subtle inventive execution.

Timeline

• September 2024: ITV announced expansion of commercial creative production service to incorporate GenAI capabilities for SME advertisers
• October 8, 2025: ITV and Magnite introduced partnership launching ITV GenAI Adverts Supervisor platform
• October 9, 2025: Magnite revealed announcement particulars concerning streamr.ai integration with ITV techniques

Abstract

Who: ITV, the UK’s largest industrial broadcaster, partnered with Magnite to develop the ITV GenAI Adverts Supervisor platform for small and medium-sized enterprises.

What: The platform automates tv commercial creation utilizing Magnite’s streamr.ai know-how, producing broadcast-ready commercials in beneath thirty seconds by analyzing companies’ present on-line content material together with web sites and social media profiles.

When: The partnership was introduced October 8, 2025, constructing on ITV’s September 2024 introduction of GenAI capabilities in its industrial inventive manufacturing service.

The place: The platform operates inside ITV’s UK broadcast and streaming infrastructure, with all commercials topic to ClearCast clearance beneath UK Code of Broadcast Promoting requirements.

Why: The initiative goals to cut back boundaries stopping SMEs from accessing tv promoting by automating manufacturing processes and reducing prices, increasing ITV’s advertiser base whereas addressing competitors from digital promoting platforms.