Global advertising technology company, The Trade Desk, announced its new partnership with Sky Media, the advertising sales arm of Sky - Europe’s leading direct-to-consumer media and entertainment company.

This partnership allow advertisers using The Trade Desk’s technology platform to access Sky Media’s premium broadcaster video-on-demand content. Starting with select channels, the partnership will develop to allow brands and marketers to reach audiences across the entire Sky Media portfolio including Sky Sports, Movies and Entertainment through its over-the-top streaming service, Connected TV  and mobile offerings.

Phil Duffield, UK vice president at The Trade Desk, says, “With the help of our technology, brands can enjoy the benefits of digital on a premium channel, while broadcasters can grow revenue by learning what each impression is truly worth." 

Sky Media’s video-on-demand inventory will be available programmatically, powered by Freewheel, giving the broadcaster enhanced access to some of the world’s most prominent brands and finest media agencies. 

The Trade Desk clients will now have access to ad inventory from two of the three biggest UK broadcasters – unlocking highly engaged new audiences previously unavailable through digital channels. 

The integration means advertisers will benefit from a simpler, easier ad-buying process with Sky Media, enjoying real time reporting, transparency of impressions, reach and frequency, as well as having access to ad frequency control and capping which is new to broadcaster video-on-demand advertising.