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ITV has announced the launch of its new addressable advertising platform – Planet V. Unveiled on stage tonight at the company’s biggest commercial event of the year, the ITV Palooza at the Royal Festival Hall, by ITV’s Managing Director (Commercial) Kelly Williams and Deputy MD Simon Daglish, the fully programmatic, premium advanced advertising platform will launch at the beginning of 2020.

Planet V will allow advertisers and agencies control over the purchasing of their campaigns

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Comscore, a trusted currency for planning, transacting and evaluating media across platforms, and MediaScience, a global leader in scientific, lab-based measurement of consumer interaction with media and advertising, are joining forces to provide deeper insights into how advertising works in the digital era. Through this partnership, Comscore and MediaScience will produce research that addresses how and why cross-platform advertising works, and provide measurement of audience size, behavior, engagement and effect.

Comscore and MediaScience will leverage