LONDON —  The alliance between  Sky, U.K’s big satellite broadcaster and U.S. video adtech providers Videology and FreeWheel, means that the company will be able to serve single ad campaigns across all screens including linear TV, says Jamie West, Deputy Managing Director of Sky Media in this interview with Beet.TV

He noted the new architecture assures that video serving happens within the “compliance” parameters.

West runs the company’s AdSmart unit which serves addressable, or specific ads via IP and on linear television to specific households.   He says that a recent study reflects consumer enthusiasm for addressable ads.  He says that channels switching during addressable ads is down 32 percent versus watching generally served ads.

The collaboration between Sky and Videology was announced last month.

We spoke with West earlier this week in London at the Future of TV Advertising Forum where he was a speaker.  For more videos leading up the Forum and subsequent coverage, please visit this page.   Our coverage of the Forum was sponsored by Xaxis.