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Sky and Channel 4 confirm AdSmart partnership

Sky and Channel 4 confirm AdSmart partnership

After weeks of speculation, Channel 4 has today confirmed that it will be using Sky’s AdSmart technology across its portfolio of linear channels in a multi-year deal.

The AdSmart technology allows brands to show different ads to different households watching the same programme, and will give Channel 4 Sales the capability to deliver fully-targeted, addressable ads to both Sky and Virgin Media households for the first time.

Timings are yet to be confirmed due to the technical integration which needs to take place.

“This landmark new partnership with Sky is a fantastic example of how broadcasters can work together to extend the reach of our content and innovate for the benefit of both viewers and advertisers,” said Alex Mahon, chief executive at Channel 4.

The partnership will also see Channel 4 extend its collaboration with Sky on Formula 1 and further expand All 4 with more box sets for Sky customers.

Meanwhile, Stephen van Rooyen, CEO UK and Ireland, Sky, said collaboration between TV broadcasters is of benefit to both consumers and the industry.

“We look forward to working even more closely with Channel 4 and, we hope, other British broadcasters to bring more innovation and content to consumers over the coming years,” he added.

Sky claims that AdSmart has delivered 17,000 campaigns for over 1,800 advertisers since its launch five years ago.

The technology is available on over 140 channels, including the entire portfolios of Sky, Channel 4 and Channel 5.

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