Sky Media and The Trade Desk announce programmatic partnership

Sky’s advertising sales arm Sky Media has announced a partnership with ad tech firm The Trade Desk.

The Trade Desk said that advertisers will be able to access Sky Media’s BVOD content using the vendor’s tech platform. This will enable brands to reach audiences across Sky’s entire portfolio including Sky Sports, Movies, Entertainment and OTT service.

The vendor said that the deal “marks a significant expansion for The Trade Desk” with its clients now having access to ad inventory from two of the UK’s three biggest broadcasters.

For Sky, this marks the first time that its VOD inventory will be available programmatically. This promises to give the broadcaster improved access to brands and media agencies. 

Phil Duffield, UK VP at The Trade Desk, said: “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.

“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.”

Dev Sangani, director of capabilities at Sky Media, said: “We are delighted to now integrate with The Trade Desk and offer premium inventory to advertisers programmatically. 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.”