Initially, ITV AdLabs will cover three areas of advertising: digital products, digital partnerships and strategic insight, bringing together the various products and developments that ITV’s commercial team have been trialling and bringing to market in recent months.

These include creative advertising on Planet V, widening the reach of Shoppable, bringing ITV’s intellectual property into the metaverse and launching new commercial models with partners such as Twitter.

Under the AdLabs banner ITV will be looking to develop initiatives such as contextual targeting, so that advertisers can target editorial context such as moods or meal times on ITV Hub, using Planet V. It will also be developing its linear addressable proposition on the Sky, Virgin and Youview platforms.

Commenting on the launch, Kelly Williams, managing director of ITV Commercial, said: “We’ve delivered a number of significant innovations this year, but the launch of AdLabs is partly about changing our body language – being better organised, experimenting alongside our customers and embedding them more upstream in the process. AdLabs will further drive our digital transformation and our digital future.”