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Channel 4 ‘in talks to join AdSmart’

Close to signing a deal with Sky's ad-targeting platform

Channel 4 is reportedly in talks to join Sky’s ad-targeting platform, AdSmart.

The two broadcasters are said to be close to an agreement following years of on-off discussions.

According to Campaign, a deal between the two would be a boost to addressable TV advertising in the UK. It would allow advertisers to target viewers of Channel 4’s content more precisely.

Channel 4’s advertising sales house, 4 Sales, and Sky Media, which runs AdSmart, each manage more than a quarter of the British TV ad market or about £1.2 billion a year in media billings per company. ITV handles the remainder – about 45 per cent.

It is thought that any deal would also include third parties such as the former UKTV portfolio and BT Sport for which 4 Sales handles sales.

Channel 4 and Sky declined to comment.