Under the agreement, the Channel 4 Sales team will act as the exclusive advertising representative for UKTV's ten linear channels, along with its video on-demand services and websites.
The deal, which applies to all inventory from January 1 next year, was negotiated by UKTV's executive director of business & operations Julia Jordan and Channel 4's director of commercial & corporate development Nathalie Schwarz. For the remainder of 2010, ids will remain UKTV's incumbent ad sales agency.
"UKTV with ids has enjoyed a long history of delivering high quality, innovative and creative solutions to the advertising market," said Jordan.
"Cementing a long-term relationship with Channel 4 is a fabulous marriage of complementary brands and cultures representing the highest quality product, leadership and innovation to the market and we look forward to building on ids' stellar performance.
"Channel 4 also understands how to deliver innovative and creative campaigns to mass and niche audiences; this will ensure UKTV continues its track record in building market share in both the linear and non-linear advertising markets."
Channel 4 director advertising Andy Barnes added: "Incorporating UKTV into our existing portfolio will allow Channel 4 to bolster its investment in quality British content and its distinctive public service contribution.
"As TV audiences get more and more fragmented, we believe that consolidation in TV advertising sales is inevitable and will unlock benefits which will be of real value to the whole industry.
"Incorporating UKTV into Channel 4 Sales' existing offering will ensure that we continue to deliver to advertisers our distinctive and valuable audiences and share in the opportunities that arise from our combined offering."