Sky Media inventory goes programmatic with The Trade Desk

Sky Media, the advertising sales arm of Sky, has partnered with The Trade Desk to make its portfolio of broadcaster video-on-demand (BVOD) content available programmatically for the first time.

Starting with select Sky channels, advertisers using The Trade Desk’s technology platform will eventually be able to reach over 23 million Sky Media subscribers through its OTT, CTV and mobile offerings.

Sky Media represents over 130 Sky channels but also sells on behalf of Viacom (Channel 5, MTV), Discovery, FOX, Sony, A+E Networks, AMC and Star TV.

The partnership marks a significant expansion for The Trade Desk. The platform’s advertiser and media agency clients now have access to ad inventory from both Channel 4 and Sky – two of the three biggest UK commercial broadcasters.

According to Phil Duffield, UK vice-president at The Trade Desk, the Sky Media integration means advertisers will benefit from a simpler, easier ad-buying process and enjoy real-time reporting, transparency of impressions, reach and frequency, as well as having access to ad frequency control and capping – a new feature for broadcaster video-on-demand advertising.

Duffield said: “With the help of our technology, brands can enjoy the benefits of digital on a premium channel, while broadcasters can grow revenue by learning what each impression is truly worth. This integration represents a significant expansion for The Trade Desk in the UK in terms of CTV access for our clients. With Sky, we are at the beginning of a very exciting partnership – watch this space for greater collaboration to come.”