Interviews, insight & analysis on digital media & marketing

Hawk becomes first platform on the market to integrate Skyrise data into CTV offering

Media and insights platform Hawk is the only fully multi-channel demand-side platform (DSP)
to work in partnership with Skyrise Intelligence, providing brands and agencies with access
to extensive consumer insight that can be targeted across all advertising channels. Hawk is
also the only platform on the market to integrate Skyrise data into CTV buying, a move that
allows it to control, shape and deliver CTV campaigns to the most relevant audiences in real-
time.


Audience data specialist Skyrise analyses and aggregates the behaviour of more than 20
million UK adults (using data sourced exclusively from one of the UK’s major mobile
operators) to provide in-depth consumer insight and audience targeting solutions. Clients
can build bespoke audiences to inform their planning and activate all media channels from a
single source, without requiring cookies or other legacy technology.


The company’s ‘Strategic Segments’ takes this one step further, enabling advertisers to
focus each campaign around a key business objective, such as tapping into growth trends,
evaluating the audience landscape to tap into the competition, defending their market share
and developing into new markets.


The new integration with Skyrise provides Hawk Platform users with the tools to plan and
deliver efficient CTV campaigns on a cross-channel basis for the first time (in addition to the
standalone option), maximising the target audience that sees an ad and minimising wastage.
Combined with Hawk’s extensive CTV supply, it enables marketers to leverage the rapidly
evolving CTV channel and complement traditional linear TV advertising strategies.


Hawk users can also benefit from the platform’s cross-channel capabilities that, as well as
CTV, allow clients to plan, activate and manage advertising campaigns across mobile, digital
audio, digital out-of-home (DOOH), in-game advertising and the metaverse. The platform’s
media measurement and insights technology enables meaningful and actionable insights to
be extracted from all channels and used to enhance the effectiveness of future activity.


Shanil Chande, UK commercial director at Hawk Platform, says: “Brands are increasingly
recognising the importance of CTV as an advertising channel. Skyrise data informs us on
where to deploy CTV buying – whether that is on a standalone basis, or as part of a cross-
channel campaign – to make sure advertising delivers ROI. The data is dynamic and
extensive; sustainable and crucially from a single source, rather than the multiple ones that
have been historically necessary due to the structure of the market. These factors add up to
make it particularly powerful.”


Ben Wilkins, director at Skyrise Intelligence, says: “Hawk is an impressive technology
platform; the team also recognises that to deliver as it does, robust and accurate data is
essential. Our collaboration focuses on how we can put campaigns from Hawk’s clients in
front of the right audiences at the right time, both on CTV and other channels.”


A full conversation between Jonny Whitehead, board director at Skyrise Intelligence, and
Shanil Chande, commercial director at Hawk UK, about the rise of CTV, solving the cookieless challenge, a privacy-first approach, measurement across all levels and seamless activation – and how these add up to an exciting future for clients is available to view here: https://skyriseintelligence.com/skyrise-x-hawk-partnership-interview/

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