ITV and C4 go all-in on CFlight with Sky in UK

CFlight, the UK television industry’s first measurement tool for ads shown on linear and video-on-demand without duplicating audiences, has been formally announced as a jointly-owned product by the three major broadcasters. Sky, ITV and Channel 4 announced on June 9 that they are working together to launch CFlight, which was initially developed by Sky’s fellow Comcast company NBCUniversal in the US in 2018.

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