Sky to launch tailored ad system

Sky has announced plans to introduce tailored advertising on its online TV service Sky Player from early 2010.

Sky AdSmart will be designed so that customers receive ads and promotions that are more relevant and tailored to their interests, according to Sky.

The system will use customer information to create a profile of viewers potential preferences and interests, which can then be matched with adverts for particular products or services.

Sky plans to use the information subscribers have provided alongside supporting information from external sources to work out which ads to show, so that different ads are seen in different households.

Initially, the service will be used to tailor advertising around Sky Player’s line-up of on-demand programmes, although it is expected to be extended to live channels in the future.

In 2011, Sky is also planning to launch Sky AdSmart on linear channels that broadcast via Sky+HD boxes.

However, the Murdoch-owned company has stressed that customers will have the opportunity to opt-out of the targeted ad system at any time.

Jeremy Tester, communications director at Sky Media, said: “Technology will allow us to tailor television advertising and promotions that are even more relevant to viewers’ interests and therefore more effective for advertisers. Initially, we are exploring this opportunity on Sky Player, by matching advertising to the potential interests of our customers, based on the information they have chosen to share with us.  We believe tailored advertising is a positive development for customers and advertisers alike.”