ITV & YouTube have joined forces in a landmark distribution and commercial partnership, marking a major shift in how full-length, premium TV content is distributed digitally. For the first time, ITV will make full episodes of its most popular shows available on YouTube, expanding its reach beyond linear TV and ITVX. ITV will also sell its own ad inventory on YouTube, giving advertisers new ways to engage with audiences in premium environments. In this session, you'll learn more about why ITV and YouTube have partnered, what new opportunities this partnership unlocks for advertisers, and what this signals for the evolving relationship between broadcasters and digital platforms in the UK and further afield.