Free ad-supported television service Pluto TV is making its platform more widely available, opening access to all Canadian advertisers.

Pluto TV launched in Canada in December. Corus, which is the ad representative for the service in Canada, initially brought advertisers to the platform through exclusive launch partnerships. These included media agencies Dentsu, Genuine Retail Media, GroupM, IPG Mediabrands, Omnicom Media Group, True Media and VMC, but also brands such as Expedia and The Brick. Magnite has been the platform’s exclusive SSP provider.

Now, Pluto TV inventory is available to all advertisers on both a direct and programmatic basis. The platform offers buying around 11 different content verticals and 26 industry segments, as well as targeting based on age group, gender and content interest. Formats include video units ranging from five to sixty seconds.

“We are pleased with the first-quarter success Pluto TV has demonstrated in Canada, both amongst consumers and our exclusive roster of launch partners,” said Barb McKergow, SVP of national advertising revenue at Corus. “We are building on this success and offering advertisers the opportunity to capitalize on the avalanche of incoming premium content and channel launches on the service, with a new batch of ad inventory available now with the fastest growing free streaming service in Canada.”

Olivier Jollet, EVP and international general manager of Pluto TV, described the Canadian launch as one of the service’s “most successful” so far.

Other channels to be added to Pluto TV since its Canadian launch include The Weather Network, OUTtv Proud, Shades of Black and a slate of four channels operated by Blue Ant Media.

Pluto TV is one part of Corus’ revenue strategy, marked by investments into emerging platforms and content opportunities. While the company is feeling the pressure of advertisers reducing their spending in response to macroeconomic challenges, it has remained optimistic that it is currently on the best path for future profitability.