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.
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.
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