Sky Media and Videology have joined forces to create a programmatic, cross-screen video advertising solution for Sky advertising customers as early as the first quarter of 2016.
The two companies will work together on a ‘proof of concept’ project to develop a Sky-designed programmatic system, which will run Sky Media’s digital inventory according to broadcast compliance requirements and spot clash rules.
The scope includes inventory management, optimisation and prioritisation, while also allowing Sky to manage inventory and control frequency exposure across multiple video platforms and devices.
[advert position=”left”]
Sky Media’s deputy managing director Jamie West said Videology had been chosen because of their knowledge in both digital inventory optimisation and cross-screen campaigns.
“Videology’s pedigree working with large media sales and content owners in other markets is a real positive,” he said.
“Their view of video convergence is similar to ours, and we look forward to creating effective advertising outcomes that have a lasting benefit for our clients.”
Videology’s selection as the technology partner for this venture follows a six-month review process, which at one point included a dozen technology vendors.
The partnership also comes after Mediatel reported on the long-running tensions between ad technologists and broadcasters following conversations at the 2015 asi TV symposium.
However, this week’s news – which Mediatel suspects will be followed by similar announcements – could see such tensions subsiding as the two sides come together in pursuit of better advertising propositions.
“We are extremely proud to be recognised by Sky Media as the technology partner to deliver on this important project,” said Rich Astley, Videology UK managing director.
“We look forward to working together to help them achieve their goals as video advertising continues to converge.”
