"For the first time, small to medium sized businesses will be able to run a single campaign across Sky, Channel 4 and ITV."
"This landmark move, designed to super charge the breadth of brands advertising on TV, will bring together addressable inventory from all three sales houses into a single marketplace."
"This will enable new-to-TV advertisers a direct, simple way to access premium video content."
"The marketplace, which is set to launch in 2026, will be powered by Comcast's Universal Ads platform and FreeWheel's technology."
A new advertising marketplace, set to launch in 2026, will allow small to medium sized businesses to run campaigns across Sky, Channel 4, and ITV by utilizing addressable inventory in a single marketplace. This initiative, powered by Comcast Advertising's Universal Ads platform, aims to simplify access for new-to-TV brands and empower them to compete in the television advertising arena. The collaboration among these broadcasters reflects a commitment to innovation and accessibility in advertising, potentially transforming the landscape for smaller brands considering TV marketing.
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