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Imagine Communications, Sky Media partner on cloud-based ad sales system

Once new platform is fully rolled out in the UK, Sky Media intends to deploy it across its European footprint

Imagine Communications and Sky Media are to collaborate on the development of a next-generation, cloud-based advertising sales inventory and revenue management system.

The intention is that by 2022 all of Sky Media’s ad management operations will be fully migrated to the cloud and operated by Imagine Managed Service. According to the two companies, this will enable Sky Media to reduce total cost of ownership as compared to an on-premises deployment.

The new system is a key component of Sky Media’s new One Campaign proposition, which allows advertisers to buy a single campaign across multiple platforms, including linear and on demand.

“At Sky Media, we are always looking at how we can simplify the TV advertising market,” said John Litster, managing director of Sky Media. “One Campaign has only recently launched, but it is already proving to be a huge success in the market. It is transforming the way TV advertising is planned, measured, traded and managed by focusing on audiences, not platforms.

“Once the new cloud platform is fully rolled out in the UK, the logical next step will be to deploy it across our international footprint, enabling the Sky Media teams in every European territory to operate as a fully integrated hub from a single common platform,” added Litster.

“The team at Imagine are fantastic partners in enabling all of this change. We have achieved a lot together already, and while there is more to do, we are really excited about the future and the prospect of building an even stronger partnership with them.”