A coalition of Sky, Channel 4, ITV, and Comcast plans to launch a groundbreaking self-service video advertising marketplace aiming to revolutionize UK TV advertising. This initiative will allow small and medium-sized enterprises (SMEs) to execute ad campaigns across multiple broadcasters' platforms simultaneously. By utilizing Comcast's Universal Ads platform, the service will offer addressable advertising inventory in a streamlined, biddable format akin to online advertising. In light of rapid growth in digital video, this collective effort is expected to empower smaller businesses seeking premium video content in an industry long dominated by larger advertisers.
For the first time, small and medium sized businesses, or SMEs, will be able to run a single ad campaign across all three broadcasters' platforms.
Success in today's evolving media landscape demands collaboration and innovation. Partnering with ITV and Channel 4, we're opening up TV advertising to new brands.
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