Planet V is ITV’s self-serve, addressable TV and video advertising platform that allows advertisers and agencies to plan, buy, manage, and measure campaigns directly through an online interface. It was designed to modernise TV advertising by combining the reach and brand safety of premium broadcast content with the flexibility, automation, and precision typically associated with digital and programmatic advertising. It is now the primary route for buying advertising on ITV’s streaming service, ITVX, and plays a central role in ITV’s commercial strategy.

At its core, Planet V enables data-driven audience targeting at scale. Advertisers can choose from tens of thousands of targeting combinations built using ITV’s first-party data from registered viewers, alongside contextual signals and approved third-party or advertiser first-party data. All data usage is managed in a GDPR-compliant way, often via clean-room technology, allowing brands to target or suppress audiences securely without sharing raw customer data. This allows campaigns to move beyond broad demographics and focus on behaviours, interests, life stages, or purchasing intent.

The platform is fully self-serve, meaning users can log in at any time to set budgets, select audiences, schedule campaigns, and monitor delivery and performance in near real time. This represents a shift away from traditional TV buying, which relied heavily on manual negotiations and fixed schedules. Planet V gives advertisers more control and agility, allowing them to optimise campaigns while they are live, adjust targeting, or scale spend more easily based on results.

Strategically, Planet V matters because it lowers the barrier to entry for TV advertising while increasing its effectiveness. It has attracted many advertisers that previously did not use TV, including digital-first brands, and now accounts for the vast majority of ITV’s digital video ad bookings. By blending premium TV content with addressable, outcome-focused advertising, Planet V positions TV as a more competitive, accountable, and modern service in a landscape increasingly shaped by data and on-demand viewing.

As Design Lead, I’m responsible for defining the UX vision and driving the end-to-end design strategy, ensuring the platform is intuitive, data-driven, and user-centric. I lead a cross-functional team and have embedded user research into our process to continuously improve the experience for our users.