Sky’s streaming inventory will now be available for advertisers in the UK and Ireland through Amazon Ads Agent.
Amazon Ads and Sky Media have signed an agreement to make Sky’s inventory and audiences available for UK advertisers through Amazon Ads Agent.
The new integration gives advertisers access to Sky’s inventory, including live sports, dramas, and news programmes across some of the most popular channels in the country.
The inventory will be available through Amazon Ads Agent, the e-commerce giant’s newly launched AI-powered platform which includes its DSP and gives advertisers a conversational agent to help create and optimise campaigns at scale, as well as provide insights and define relevant audiences.
The new unified platform delivers sponsored ads across display, video, and audio (DVA+) together in one platform, allowing advertisers to optimise while continuing to use manual campaign tools.
As much as 70% of British households have access to a video-on-demand (VOD) subscription services, according to Barb research. It builds on previous reports which highlighted how the TV landscape is becoming more fragmented as viewing is split between a range of devices and services, while video buying at scale has become more complex.
This partnership looks to streamline the process for advertisers by giving them access to a unified portfolio. The partnership will also include content from Sky Media’s partners, including TNT Sports, HBO Max, and Discovery+.
Advertisers will immediately get access to programmatic guaranteed deals through Sky’s inventory, and private marketplace deals will follow closely after through Amazon Ads Agent.
Pippa Scaife, director of digital advertising, Sky Media, said: “As ‘fragmentation’ continues to be the most used word in our industry, it’s becoming evident that the future will be defined by reducing complexity without compromising on quality.
“Through our partnership with Amazon Ads, we’re delivering this by giving advertisers more choice in how they access Sky’s streaming inventory and trusted audiences. We’re so excited to leverage Amazon’s amazing technology to continue to deliver the effectiveness and trust that Sky’s environments provide.”
Phil Christer, managing director, UK, Amazon Ads, added: “Sky is one of the UK’s most recognised media brands with shows that audiences know and love, and this integration gives advertisers a new way to reach those audiences.”
“By removing complexity from video planning and buying, we’re making it easier for brands to focus on what matters most: connecting with the right audiences at the right moment.”
