COLOGNE — The UK may be preparing to leave\u00a0Europe, but\u00a0UK\u00a0satellite TV platform and ISP Sky is heading farther in to\u00a0combining its European business and uniting advertisers’ opportunities, across multiple screens and across the continent.<\/p>\n
The company, which is the UK’s leading pay-TV\u00a0provider, has satellite addressable TV system AdSmart<\/a> and cross-platform ad sequencing system AdVance<\/a> under its belt.<\/p>\n “We go live in Italy in September for Sky AdSmart and then in Ireland in January,”\u00a0Sky Media\u2019s advanced advertising director Jamie\u00a0West<\/a> tells Beet.TV in this video interview. “In the fullness of time, we\u2019ll expand AdSmart in to the German market. We\u2019ll then move AdVance across.”<\/p>\n With Sky AdVance, ads can be served across TV and digital media in a single campaign – in other words, multi-platform sequential targeting in which ad impressions\u00a0are frequency-capped on every screen, not just the internet ones.<\/p>\n