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Comcast weds Sky, NBCU ad tech – honeymoon set for US or Europe?

The unification between Comcast infrastructure and Sky technology has extended to advertising in the latest move – aligning Sky’s revered AdSmart assets with NBC Universal’s Audience Studio. The ultimate aim is to provide better international reach and measurement for brands, suggesting Europe should prepare for an influx of US brands. But is AdSmart good enough to make the trip in the opposite direction and apply its trade in the US? We think so. Audience Studio, NBCU’s targeted ad technology, is being rolled into Sky’s addressable advertising technology, keeping the name AdSmart as an umbrella term for Comcast’s advertising technology from now on. As well as giving Sky itself direct control over the addressable advertising segment, AdSmart is also positioned to…

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