Sky Media is expanding its programmatic strategy by enabling advertisers to access premium video-on-demand inventory via Google Display & Video 360 for the first time, simplifying how brands can plan and activate campaigns across the connected TV ecosystem.
DV360 is a premium, enterprise-level demand-side platform (DSP) within the Google Marketing Platform that allows advertisers to manage end-to-end programmatic advertising campaigns. It enables buying display, video, TV, and audio ads across 90+ exchanges, including YouTube and third-party inventory.
Following a successful pilot, the integration will allow programmatic access to broadcast-quality VOD across Sky’s platforms and channels, as well as inventory from Paramount and Warner Bros Discovery.
With Sky Media representing over 31% of ad-supported TV viewing in the UK, the integration creates a new route to market for advertisers looking to combine the scale and impact of premium TV content with the flexibility, transparency and control of digital buying.
Advertisers can plan and execute campaigns alongside wider digital activity, benefiting from real time reporting, transparent reach and frequency, and greater visibility over performance and cost management.
This deal builds on Sky Media’s existing relationship with DV360, which is already live across Sky’s sites, apps and YouTube offering, where Sky is the UK’s largest reseller of premium inventory.
Sky Media ad opportunities will be enhanced with age, gender and demographic targeting, supported by rich addressable capabilities using proprietary customer data. Additional third party data integrations are on the roadmap for later this year.
Through the integration, Sky Media is expanding access to one of the UK’s largest VOD portfolios, spanning award winning entertainment, acclaimed drama, live sport and trusted news. As well as being home to the broadest range of live sport in the UK – including Premier League football and Formula 1 – the portfolio includes Sky News, the UK’s leading commercial news broadcaster.
Across Sky Atlantic, Sky One, and Now, audiences can stream thousands of hours of premium scripted and unscripted programming, from HBO and Showtime to Sky Originals such as Under The Salt Marsh (pictured), The Day of the Jackal and Brassic. The slate continues to grow, with major new moments ahead, including the upcoming UK launch of Saturday Night Live.
By making this breadth of high quality, brand safe content programmatically accessible through DV360, Sky Media brings together the scale, attention and cultural relevance of premium TV with the precision and accountability of digital activation.
The proposition has already been adopted by agencies operating digital first buying strategies, including Brainlabs, demonstrating how programmatic access to premium TV can unlock incremental reach and complement existing broadcaster activity.
Sky Media director of digital advertising Pippa Scaife said: “As viewing habits continue to evolve, our focus is on making Sky Media’s premium inventory as accessible as possible. Enabling programmatic buying through DV360 gives advertisers greater choice in how they buy TV, alongside increased transparency, control and flexibility. This launch reflects the continued convergence of TV and digital, where brands want the impact of premium content with the ease and accountability of digital channels.”
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