UK’s addressable TV ad boost as Channel 4 signed up to Sky AdSmart
September 20, 2019
UK broadcaster Channel 4 has announced a partnership with Sky that will allow Channel 4 Sales to use Sky’s addressable advertising platform Sky AdSmart.
As part of a wider multi-year content deal between Channel 4 and Sky, Channel 4 Sales will use Sky AdSmart to deliver targeted ads across its portfolio of linear channels, including UKTV and BT Sports, to Sky and Virgin Media households.
In return, highlights of Formula 1 and live coverage of the British Grand Prix will continue to be broadcast on Channel 4, while Sky and NOW TV customers will get access to more programming from the public broadcaster.