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Sky forms programmatic partnership with The Trade Desk

Sky has entered into a programmatic partnership with ad tech company The Trade Desk to give advertisers access to Sky Media’s premium broadcaster video-on-demand (BVOD) content.

The partnership will enable advertisers using The Trade Desk’s technology to reach audiences across Sky’s advertising sales arm through the company’s over-the-top (OTT) streaming service, connected TV, and mobile offerings. Powered by Freewheel, this is the first time that Sky Media’s VOD inventory will be available programmatically.

“We are delighted to now integrate with The Trade Desk and offer premium inventory to advertisers programmatically,” said Dev Sangani, Director of Capabilities at Sky Media. “The partnership will evolve to give advertisers full access to Sky Media’s portfolio of content, as well as enable buyers to reap the benefits of the targeting and flexibility of programmatic with privacy at the forefront.”

Initially, ‘one of the world’s largest consumer goods’ businesses has received exclusive early access to the new offering. The partnership means that The Trade Desk’s clients now have access to two of the three biggest UK broadcasters.

“Connected TV is widely recognised as one of the most exciting developments in advertising today – now supercharged by the power of programmatic data. We are thrilled to be able to announce our latest partnership with Sky Media,” said Phil Duffield, UK Vice President at The Trade Desk.

“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.”