Cloud-based advertising platform The Trade Desk has announced a new partnership with Sky Media, the advertising sales arm of Sky.
The partnership will allow advertisers using The Trade Desk’s technology platform to access Sky Media’s premium broadcaster video-on-demand (BVOD) content. Starting with select channels, the partnership will develop to allow brands and marketers to reach audiences across the entire Sky Media portfolio including Sky Sports, Movies and Entertainment through its over-the-top (OTT) streaming service, Connected TV (CTV) and mobile offerings.
“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,” said Dev Sangani, director of capabilities, at Sky Media.
It means for the first time Sky Media’s video-on-demand (VOD) inventory will be available programmatically, powered by Freewheel, giving the broadcaster enhanced access to some of the world’s most prominent brands and finest media agencies. One of the world’s largest consumer goods business received exclusive early access to the new offering.
“This integration represents a significant expansion for The Trade Desk in the UK in terms of CTV access for our clients,” said Phil Duffield, UK Vice President at The Trade Desk.
The integration means advertisers will benefit from a simpler, easier ad-buying process with Sky Media, enjoying real time reporting, transparency of impressions, reach and frequency, as well as having access to ad frequency control and capping which is new to broadcaster video-on-demand advertising.
