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STB and advertising data gathered by TVbeat will be the primary source of truth for Sky advertising

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Sky’s advertising sales arm, Sky Media, has appointed TVbeat as the ‘System of Note’ to ingest, process and harmonise data from various sources across its technology stack in a privacy-compliant and independent manner. The data sources include household viewership data from set-top boxes plus advertising data from linear ads, the Sky booking system, ad-servers and AdSmart. Demographic data from Sky’s Data Management Platform and third-party providers is also processed.

TVbeat already provides its holistic inventory management and yield optimisation capabilities to Sky Media. This deal is incremental to that long-term agreement.

As part of this partnership, TVbeat will calculate key TV metrics such as reach, frequency, impressions and inventory capacity. Sky Media will use these independently verified metrics as the primary source of truth for both its internal operations and in the provision of reporting to media partners and agencies. These elements will contribute to the delivery of Sky Media’s new industry leading One Campaign initiative.

Martin Leach, Director Operations at Sky Media, says the expanded partnership will enhance the company’s relationships with advertisers. “We are building on TV’s market leading credibility with the provision of independently verified advertising metrics,” he says.

Robert Farazin, Founder and CEO at TVbeat, says: “Conventional TV measurement and linear data solutions are architecturally and functionally incapable of handling today’s TV data complexity, scale and data interoperability requirements.

“For some time, TVbeat has highlighted the fundamental need to solve the data challenges at TV media companies to enable them to operate holistically across their linear, addressable and digital ad businesses, based on 100% accurate and verified figures. We are delighted to be further deepening our relationship with Sky Media.”

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