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Sky adapts AdSmart, accidentally builds personalization software for BBC

Even the BBC, which doesn’t run advertisements on any of its domestic properties with the exception of promoting its own content, has been seduced by Sky AdSmart, the Comcast-owned operator’s addressable advertising platform. The BBC is in the early stages of playing with PromoSmart, a brand-new iteration of the AdSmart ecosystem; so new in fact that even punching the term PromoSmart into Sky AdSmart’s dedicated website search engine draws a blank. Faultline therefore got Sky on the phone to confirm that PromoSmart is named as such to reflect the nature of content being delivered. Rather than delivering traditional ads, the BBC will use AdSmart technology to deliver promotional content – hence PromoSmart. In bare bones terms, PromoSmart is being brought…

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