Broadcasters Unite to Offer Unified Video Ad Marketplace

London, 17 June 2025 – Sky, Channel 4, and ITV, in collaboration with Comcast Advertising, have announced plans to launch a premium advertising marketplace, allowing small and medium-sized enterprises (SMEs) to run a single campaign across all three broadcasters for the first time.

Simplifying TV Advertising Access

This new platform, powered by Comcast’s Universal Ads and FreeWheel technology, aims to lower entry barriers for SMEs by offering a user-friendly, self-service ad buying solution. The initiative is designed to facilitate broader access to high-quality streaming and on-demand TV inventory.

Expanding Reach Through Collaboration

The platform integrates addressable TV inventory from Sky Media, Channel 4 Sales, and ITV Media into one unified interface. This approach will enable advertisers to execute, manage, and measure a single campaign across the three broadcasters with biddable pricing and comprehensive performance tools.

Focus on Transparency and Innovation

The new marketplace will prioritize transparency, measurement, and effectiveness. By providing clear metrics and outcomes, it aims to attract both digital-first brands and traditional advertisers.

The broadcasters are also discussing a potential agency-facing solution that could leverage ITV’s Planet V technology to further simplify media agency access to addressable inventory.

Executive Endorsements

Priya Dogra, Sky’s Chief Advertising, Group Data and New Revenue Officer, said the partnership exemplifies the industry’s need for “collaboration, simplification, and innovation,” while ITV’s Commercial Managing Director Kelly Williams emphasized its importance in making TV easier to plan, buy, and measure.

Channel 4’s Chief Commercial Officer Rak Patel highlighted the strategic collaboration as a step towards a more streamlined and accessible advertising ecosystem. Comcast Advertising’s Thomas Bremond called the move a showcase of unifying “tech, media, and data” to enhance TV advertising efficiency.

Marketplace Features

• Unified Campaign Execution: Single-campaign management across three broadcaster portfolios

• User-Friendly Interface: Tailored for digital-native and SME advertisers

• Outcome-Based Tools: Performance analytics to optimize campaign impact

• Transparency Standards: Ensuring measurable and reliable results

About Sky
Sky is a leading European media and telecommunications company, providing TV, broadband, and mobile services. It offers innovative advertising solutions and high-quality content to millions of viewers.

About Channel 4
Channel 4 is a publicly-owned UK broadcaster known for its distinctive and innovative content. It aims to push boundaries and reflect the diversity of modern Britain through public service streaming.

About ITV
ITV is a British media company that creates, owns, and distributes high-quality content on multiple platforms. It offers strong commercial broadcasting and on-demand services across the UK.

About Comcast Advertising
Comcast Advertising, a division of Comcast, provides advertising technology and solutions through platforms such as FreeWheel and Universal Ads. It partners with media companies worldwide to enhance the effectiveness of video advertising.

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