Sky Media, the advertising sales division of Sky, has announced a technology licensing partnership with Videology that will see the two companies work together on a â€˜proof-of-conceptâ€™ project to develop a Sky-designed programmatic system to run Sky Mediaâ€™s digital inventory according to broadcast compliance requirements and spot clash rules. The scope includes inventory management, optimisation and prioritisation. The solution will also allow Sky to manage inventory and control frequency exposure across multiple video platforms and devices. It is hoped the programmatic system will be operational as early as Q1 2016.
â€œVideologyâ€™s view of video convergence is similar to ours and we look forward to creating effective advertising outcomes that have a lasting benefit for our clients,â€ Jamie West, Deputy MD of Sky Media, says. â€œWe have chosen Videology to help us with this proof-of-concept project because of their expertise both in digital inventory optimisation and cross-screen campaigns. Their pedigree working with large media sales and content owners in other markets is a real positive.â€