West’s Last Acts At Sky: More Transparency & Industry Collaboration

LONDON – With initiatives like OpenAP, Ampersand, Project OAR and more making big announcements, it is clear that 2019 was the year when collaboration became the key imperative in seizing the opportunities of advanced TV ad targeting. In Europe, the leading pay-TV provider Sky has long been forging a collaborative path with its pioneering AdSmart […]


Sky’s The Limit For Comcast’s Advanced TV At Scale: Jamie West & Denise Colella

CANNES — When Comcast acquired European satellite TV provider Sky last year, it didn’t just get a leading continental telco and TV operator; it also got one of the world’s earliest addressable TV pioneers. Sky launched AdSmart back in 2014, using its own customer data to analyze viewers on advertisers’ behalf and sending household-specific linear TV ads […]


NBCU, Sky Unify Audience Studio & AdSmart To Tap Global Brands

One was launched seven years ago, bringing targeted TV ads to individual households before the practice was even known as “addressable”. The other appeared in 2016, tying together four suites for buying ads across devices. Now Comcast is merging NBCUniversal’s Audience Studio with Sky’s AdSmart, after the owner acquired the European pay-TV company last year. […]


Sky’s Addressable TV Hits Maturity In Time For Comcast/NBCU

LONDON — Europe’s leading pay-TV company was executing on household-level TV ad targeting before it was even being called “addressable TV”. Six years after launch and having just been acquired by Comcast, Sky suggests this new method of selling TV ads is now commonplace across the company. It was back in 2013 that the UK […]


Sky & Finecast Foresee Strong Addressable Growth

CANNES — Together, they have partnered to raise the bar for addressable TV advertising, the new practice through which ad buyers can target viewers down to the household level. So, what do Sky and Finecast think is the future for addressable? Sky is the UK’s leading pay-TV provider, whose AdSmart was one of the world’s […]


Sky Helps Brands ‘Optimize On The Fly’ – Jamie West explains

CANNES — Whoever ultimately ends up owning UK TV and telco operator Sky, following the current acquisition scrap, won’t just be getting the country’s leading pay-TV company – it will also be gaining one of the world’s earliest addressable TV pioneers. Sky launched AdSmart back in 2014, using its own customer data to analyze viewers on […]


After Spain, OTT Is Key to Sky’s International Expansion Plans

COLOGNE — Over-the-top (OTT) Internet delivery looks like becoming the Trojan Horse for an expansion of Sky’s pay-TV business in what is emerging as a post-satellite future beyond its traditional UK. This summer, Sky, the UK’s leading pay-TV company and combined telco and channel provider, announced it will launch in Spain. But, unlike its core offering […]


Sky’s Addressable TV Platform Aims To Be ‘Easy And Transparent’, says Group Director Jamie West

COLOGNE – Sky TV is developing a portal for advertisers to plan their addressable television campaigns. Just don’t say it’s about “biddable” inventory. To Jamie West, Group Director of Advanced Advertising at Sky, programmatic transactions in the broadcast world are about automation. The notion of biddable inventory is not “particularly relevant for a broadcast world,” […]


Britain’s Sky is Building ‘Common Addressable TV Currency’ With Rival Virgin

CANNES — The UK’s two leading pay-TV providers have teamed to develop a “common currency” for addressable TV advertising in the country. Sky (satellite) and Virgin Media (cable) may be fierce rivals, but this week they announced a “strategic partnership” to scale advanced TV ad targeting opportunities, against the common enemy of online platforms. In this […]


UK’s Virgin Media Takes On Rival Sky’s AdSmart For Advanced TV

In the UK pay-TV market, they are two fierce rivals. But now satellite operator Sky and cable company Virgin Media are forming a “strategic partnership” to scale advanced TV ad targeting opportunities, against the common enemy of online platforms. The pair have announced Virgin will use data from Sky’s existing AdSmart addressable TV system, as […]


Launching AdSmart In Ireland, Sky’s West Re-Thinks TV Currency

VIEQUES, PR — It operates what is becoming known as one of the world’s leading addressable TV advertising systems. Now the UK’s Sky is launching AdSmart in to Ireland. Speaking at the Beet Retreat in Vieques, Puerto Rico, in the middle of March, the satellite platform’s advanced TV director Jamie West said: “Sky AdSmart launched in […]


Sky TV’s West On Data Enablement And The Five-Country Rollout Of AdSmart Addressable

VIEQUES, PR – With several years of addressable television, digital ad serving and analytics experience under its belt, Sky TV has committed to rolling out its Sky AdSmart addressable platform throughout its five-country footprint between now and the end of 2018. One key competitive advantage is that it only charges advertisers for impressions that garner […]


Sky Taking Viacom’s Channel 5 Addressable In The New Year, Exec West Says

LONDON — European satellite TV operator Sky is far more than a one-trick pony. As well as beaming satellite TV for the last couple of decades, Sky is also a telco, a TV channel operator and an ad sales house. That diversity gives it breadth that extends beyond its own platform, and beyond its own content. Case in point […]


Sky’s Jamie West Wants To Super-Serve Brands Across Screens, Across Europe

COLOGNE — The UK may be preparing to leave Europe, but UK satellite TV platform and ISP Sky is heading farther in to combining its European business and uniting advertisers’ opportunities, across multiple screens and across the continent. The company, which is the UK’s leading pay-TV provider, has satellite addressable TV system AdSmart and cross-platform ad sequencing system AdVance under […]


Sky May Put Premium Soccer Clips On YouTube, Facebook, Twitter

LONDON — It has been a spring and summer in which digital-native platforms have risen up, signing deals to carry live premium sport broadcasts. Twitter: First, there was the deal in which Twitter will share rights to air 10 Thursday-night NFL games, alongside NBC and CBS but on a global basis. YouTube: Then UK pay-TV challenge BT […]


Sky Now Powering Mobile Native Ads With Sharethrough Investment

LONDON — In the last couple of years, the UK’s leading pay-TV and telco provider, Sky, has become an active investor in ad-tech startups, as it looks to improve its multi-platform offering to advertisers. Investments have included $5m in to native ad tech company Sharethrough in 2014, and, recently, a $10 million round in to DataXu. Now the […]


Britain’s Sky with Ad-Tech Partners to Go Global, West Says

LONDON — Sky, the UK’s leading pay-TV platform is hoping to add more ad-tech services partnerships to a recent raft of deals, as it looks to expand on the effectiveness of its TV ad targeting and multi-screen ad sequencing technologies against the rise of online rivals. The satellite TV company’s own addressable TV offering, Sky AdSmart, has been live in the market […]


Sky’s Hopes To Retain Its Place In Ad Lifecycle With Smart Analytics

LONDON — In the digital media ecosystem, disintermediation lurks around every corner. With so much of the advertising industry in flux, it is easy for an incumbent player to be dislodged by market forces. European satellite operator, channel owner and telco Sky is fighting against that tide when it comes to next-generation advertising, launching an analytics suite for its […]


Sky’s AdVance Connects Ad Ops Across Screens: West

LONDON — European satellite operator, channel owner and telco Sky has been pioneering the cross-over of digital media and TV ad sales these last couple of years, notably launching Sky AdSmart, its addressable TV offering, allowing advertisers to target individual households. Then, in October, the company bowed AdVance, a suite knitting together data from across its many screens […]


Sky Aims To Make Non-Linear Go Large, West Says

LONDON — European satellite operator, channel owner and telco Sky is celebrating two years of growth in its pioneering addressable TV advertising platform, AdSmart. Deputy MD Jamie West tells Beet.TV the service, which allows advertisers to target individual household set-top boxes using more than 532 attributes held by Sky about its customers, has clocked up 700 advertisers, 4,000 […]

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