The landscape of television advertising is set to transform as Sky Media UK, the advertising arm of Sky, deepens its alliance with The Trade Desk. This groundbreaking partnership introduces an innovative private marketplace (PMP) that allows brands to purchase TV and VoD advertisements from Sky Media’s secure content library for the first time. Advertisers now have access to automated real-time bidding capabilities across various devices including TVs, mobiles, and tablets through platforms like Sky Go, Discovery+ apps, and NOW. Upcoming integrations will include Sky Glass and Pluto later in the year.

This collaboration marks a significant leap forward by incorporating Sky Media's newly launched Sports Marketplace, designed as an online hub for acquiring top-tier sports content spanning Sky Sports and TNT Sports. Buyers can soon take advantage of 'Multi-Event Packs' featuring live sports events such as football, tennis, golf, and rugby. These packs enhance the already available 'Always On' live sport PMPs exclusive to The Trade Desk, enabling advertisers to bid on live football matches for the first time. Enhanced targeting options coupled with trusted inventory allow advertisers to optimize their campaigns effectively.

Furthermore, Sky Media's Programmatic Guaranteed offering exclusively with The Trade Desk will broaden further with programmatic access to millions of Sky Q boxes anticipated later this year. This advancement empowers buyers to engage with every platform within Sky Media's VoD portfolio. According to Dan Cohen, Director of Transformation and Strategic Programmes at Sky Media, the goal is to simplify connecting advertisers with premium entertainment and sports content while providing them with the desired flexibility and control.

Advertisers also gain enriched data capabilities and insights derived from geographic information, device types, and content genres across connected TVs, mobiles, and desktops. Frequency capping features on The Trade Desk ensure advertisers maximize reach throughout Sky Media's extensive portfolio while enhancing consumer experience.

Sven Hagemeier, GM Inventory Development EMEA at The Trade Desk, emphasized that Sky Media's dedication to data-driven innovation represents a pivotal moment for the UK TV industry. By providing programmatic access to Sky's high-quality content with unprecedented transparency, flexibility, and targeting, the partnership aims to make TV advertising more accessible and precise for brands seeking broad audience engagement.