ITV has added pet health and wellness company PitPat to its media-for-equity portfolio in its second investment of 2023.
As part of ITV AdVentures Invest, the broadcaster has agreed to invest up to £4m of advertising inventory across ITV’s channels and ITVX in return for a minority equity stake. It also invested in architectural design company Resi earlier this year.
PitPat provides a GPS tracking device for dogs so their owners can monitor their location, activity and nutrition.
Since launching in 2021, ITV AdVentures Invest has backed location app What3words, online menswear brand Spoke, wellness brand Feel, and car-buying marketplace Carwow.