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Sky and Virgin combine over programmatic advertising selection

We can expect more and more pay TV operations to team up on programmatic advertising – and last week it was Sky and Virgin’s turn in the UK, to tie up a link between Liberty Global’s ad system and Sky’s Adsmart, so that programmatic deals could be offered across both of them in one pass. This allows both sets of customer data to be searched in a single go to find a scalable opportunity to advertise to, bringing around 12 million Sky UK and Ireland customers into the same programmatic search with the 4 million or so Virgin pay TV customers. This can be for advertising on both linear and on-demand TV. Both companies say they will continue to compete…

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