“We’re all now gunning for the same end game, which is consistency for an appetiser across global markets,” West said.<\/p>\n

“We’ve enabled more and more channels and hopefully there’ll be more announcements about that in the coming weeks, rapidly scaling and the conversations with Denise and the team mean that we can go beyond little old Europe into the US and ultimately South America.”<\/p>\n

In its home UK, AdSmart benefitted early by being deployed on the largest pay-TV platform, Sky’s own. It will soon be lit up also on rival Virgin Media’s cable network, taking penetration to 40%.<\/p>\n

NBCU’s Colella explains the logic in using tis approach around the world.<\/p>\n

“I think the benefit really comes down to our advertisers and their agencies,” she said. “They all are thinking of how do they take these audiences and leverage them in a global way that they’ve never done before.<\/p>\n

“It really comes down to planning globally, but then activating locally … CFlight was an actual evolution of that because it gave us the ability to measure across channels.”<\/p>\n