Sky and Virgin Media have announced a strategic partnership to give advertisers access to more than 30 million "targetable" television viewers in the UK and Ireland.
The move will enable businesses to benefit from “advanced advertising” across both Virgin TV and Sky platforms.
Over time, the companies said advertisers will be able to use “in-depth customer data” to target a potential audience of more than 30 million viewers, putting it on par with leading social networks.
The partnership covers both targeted linear and video on demand (VOD) TV advertising, with Virgin Media making use of technology developed by parent company, Liberty Global, as well as Sky AdSmart.
Virgin Media's Pat Kiely and Sky Media's Jamie West will be leading the development of the strategic partnership.
Both parties intend that additional sales houses and channels will benefit from AdSmart technology over time.
Virgin Media chief executive Tom Mockridge said the partnership would put Ireland and the UK "at the forefront of TV advertising innovation".
“Quality programming deserves to be supported with quality advertising,” he said. “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.”
Sky's group chief operating officer Andrew Griffith said the move would mean "more relevant ads".
“Addressable TV is the high quality, brand safe and transparent medium that leading brands have already been adopting in their thousands,” he said.
“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.”
