£1B+ in bookings for the UK’s largest independent broadcaster with a new ad management platform
Challenge
ITV, the UK’s largest commercial broadcaster, set out to build a new version of Planet V, its advertising management platform designed to support highly targeted advertising campaigns across multiple broadcasters. The project required developing a scalable and modern B2B marketplace that would put agency customers at the centre of the advertising buying process.
To achieve this, ITV needed additional engineering capacity and strong collaboration between internal and external teams. The challenge was to quickly integrate external specialists into the existing workflow and create a unified product team working on a shared backlog. The platform also had to evolve iteratively based on user feedback while supporting the growing demands of advertisers and agencies.
Another important aspect was maintaining a “one-team” culture between ITV and Future Processing specialists. Close cooperation between product, UX, platform and development teams was necessary to ensure consistent quality, smooth delivery and rapid response to user needs throughout the development process.
ITV, the UK’s largest commercial broadcaster, set out to build a new version of Planet V, its advertising management platform designed to support highly targeted advertising campaigns across multiple broadcasters. The project required developing a scalable and modern B2B marketplace that would put agency customers at the centre of the advertising buying process.
To achieve this, ITV needed additional engineering capacity and strong collaboration between internal and external teams. The challenge was to quickly integrate external specialists into the existing workflow and create a unified product team working on a shared backlog. The platform also had to evolve iteratively based on user feedback while supporting the growing demands of advertisers and agencies.
Another important aspect was maintaining a “one-team” culture between ITV and Future Processing specialists. Close cooperation between product, UX, platform and development teams was necessary to ensure consistent quality, smooth delivery and rapid response to user needs throughout the development process.
Solution
Future Processing joined the project by providing two cross-functional agile development teams that worked alongside ITV’s internal teams as a single product team. The collaboration was based on a shared backlog and common product goals, which allowed the teams to develop the platform without dividing responsibilities by modules or components.
The engagement began with building an initial team that was gradually expanded to meet project needs. As the project scaled, the team structure evolved into two teams of specialists working closely with ITV engineers, product owners and UX experts. This approach enabled efficient knowledge sharing and seamless integration with the client’s development processes.
The teams used an agile delivery model focused on incremental improvements. Early users were able to test the pilot version of Planet V and provide feedback, which helped guide further development and enhancements. The platform continued to evolve through ongoing integration with ITV’s advertising ecosystem and other internal systems.
Future Processing joined the project by providing two cross-functional agile development teams that worked alongside ITV’s internal teams as a single product team. The collaboration was based on a shared backlog and common product goals, which allowed the teams to develop the platform without dividing responsibilities by modules or components.
The engagement began with building an initial team that was gradually expanded to meet project needs. As the project scaled, the team structure evolved into two teams of specialists working closely with ITV engineers, product owners and UX experts. This approach enabled efficient knowledge sharing and seamless integration with the client’s development processes.
The teams used an agile delivery model focused on incremental improvements. Early users were able to test the pilot version of Planet V and provide feedback, which helped guide further development and enhancements. The platform continued to evolve through ongoing integration with ITV’s advertising ecosystem and other internal systems.
Results
The collaboration resulted in the successful launch of a new version of the Planet V platform, with the first release going live on 14 November 2022. The platform enabled advertisers and agencies to plan and manage targeted campaigns through a modern digital marketplace.
Since its launch, Planet V has grown into a mature platform used by over 1,000 active monthly users across more than 200 independent agencies in the UK. The total revenue processed through the platform has exceeded £1 billion, demonstrating its importance within ITV’s advertising ecosystem.
The partnership between ITV and Future Processing also established a strong collaborative model based on a one-team culture. The project continues to evolve as part of ITV’s broader digital strategy, with ongoing development and integration initiatives supporting the company’s vision for the future of advertiser-funded streaming.
The collaboration resulted in the successful launch of a new version of the Planet V platform, with the first release going live on 14 November 2022. The platform enabled advertisers and agencies to plan and manage targeted campaigns through a modern digital marketplace.
Since its launch, Planet V has grown into a mature platform used by over 1,000 active monthly users across more than 200 independent agencies in the UK. The total revenue processed through the platform has exceeded £1 billion, demonstrating its importance within ITV’s advertising ecosystem.
The partnership between ITV and Future Processing also established a strong collaborative model based on a one-team culture. The project continues to evolve as part of ITV’s broader digital strategy, with ongoing development and integration initiatives supporting the company’s vision for the future of advertiser-funded streaming.