Sky moves ahead with programmatic TV ads
The UK's Sky Media has said it will move ahead with its programmatic TV product, Sky Audio Visual Exchange (AVx) after a successful pilot scheme. Media agency Omnicon tested the offering, which allows for the purchase of audiences and enables real-time marketing decisions across Sky’s TV and video on demand channels. The new product is Clearcast compliant, meaning ads will be shown as they would appear on regular television. Through Sky AVx, the UK advertising market will be able to access the £5bn ($6bn) TV industry through programmatic technology.
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