Composable and Agentic AI: the new engines powering Channel 4’s data strategy

Channel 4, one of the UK’s leading media groups, has renewed its partnership with mediarithmics. Since 2019, mediarithmics’ holistic Customer Data Platform has enabled the broadcaster to scale the value of its first-party data across its entire ecosystem — TV, digital, streaming, apps, CTV, audio and display — while continuously modernising its data stack.

Reaching 30 million viewers and users each month across its channels and its fast-growing streaming platform, Channel 4 has relied on mediarithmics for several years to build targeted and measurable audiences, a critical component of its advertising offering.

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Composable and Agentic AI: the new engines powering Channel 4’s data strategy

With this renewal, Channel 4 enters a new chapter in its collaboration with mediarithmics, which will be supported a Composable CDP architecture, and the upcoming introduction of Agentic AI capabilities.

mediarithmics future approach will allow Channel 4 to integrate and activate its data more rapidly and more seamlessly across its entire stack. The upcoming Agentic AI features will introduce new ways of working: creating audiences through natural-language queries, automating activation workflows, and simplifying day-to-day processes for data, marketing and advertising teams.

Together, these advancements will help Channel 4 navigate the major industry challenges ahead: cookieless, regulatory change, new video consumption patterns, screen fragmentation, and rising expectations for personalisation from both viewers and advertisers.

‍Barry John, Head of Sales Operations, Channel 4, comments :“The media landscape is shifting faster than ever, shaped by new regulations, the decline of third-party cookies and increasingly fragmented viewing behaviours. For an organisation like ours, it’s essential to have a data strategy that can evolve at the same pace. Mediarithmics’ Composable CDP and upcoming agentic AI capabilities will give us the agility to activate audiences more quickly, understand our users more deeply and deliver stronger value for advertisers.”

Devin Parmar, International Account Director, mediarithmics, adds: “Channel 4 is one of the most forward-thinking broadcasters when it comes to data strategy. Our technology enables them to use their data more intelligently, more efficiently and with greater autonomy. In a sector undergoing rapid transformation, this level of agility isn’t just beneficial — it’s becoming essential.”

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ABOUT CHANNEL 4

Channel 4 is a free-to-air UK broadcaster established in 1982. It operates the UK's largest free streaming service and a network of six television channels. Channel 4 aims to create change through entertainment by representing diverse voices and challenging norms. Its unique model as a commercially-funded but publicly-owned entity allows it to offer independent content reflecting various UK communities. As a publisher-broadcaster, it commissions content from around 300 independent UK production companies annually. Channel 4 is known for having the youngest public service channel in the UK and reaching the largest audience of 16-34-year-olds across streaming and TV among commercial broadcasters. 

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ABOUT MEDIARITHMICS

mediarithmics is the holistic Customer Data Platform that helps enterprise players revolutionise growth by re-architecting consumer engagement at scale. We power real-time marketing personalisation, cookieless audience monetisation and agile data collaboration, as well as offering a composable approach. By de-siloing data across your business, we enable marketing, monetisation, product and data teams to action insights to create more compelling customer experiences.

Since 2013, mediarithmics has partnered with some of Europe's most forward-thinking businesses, including Channel 4, Fnac-Darty, Havas Media, Orange Advertising, TF1, Canal+ and many more. In 2023 we acquired Easyence to strengthen our ability to connect retail and media and improve revenue performance for clients.

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