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Sky, Virgin Media announce partnership

Strategic partnership aims to accelerate brand-safe targeted advertising

Sky and Virgin Media have announced a strategic partnership to accelerate brand-safe targeted advertising.

The companies said the partnership will give advertisers access to over 30 million targetable TV viewers in the UK and Ireland – which would put it on a par with leading social networks.

The partnership covers both targeted linear and video on demand TV advertising, with Virgin Media making use of technology developed by parent company, Liberty Global, as well as Sky’s AdSmart. The deal also “ensures that as targeted TV expands onto new platforms there are consistent capabilities, currencies and targeting, which is hugely beneficial to clients”.

Virgin Media’s chief executive Tom Mockridgesaid: “Quality programming deserves to be supported with quality advertising. In partnering with Sky we’re putting the UK and Ireland at the forefront of TV advertising innovation. We’re giving consumers advertising that is more relevant to them and giving brands a trusted destination to deliver intelligent, tailored TV campaigns to a targeted audience.”

Andrew Griffith, Sky’s group chief operating officer added: “Addressable TV is the high quality, brand safe and transparent medium that leading brands have already been adopting in their thousands. Today’s partnership takes that to the next level with the extension of AdSmart to millions more homes meaning more relevant ads for Virgin customers and a larger platform for advertisers.”