Virgin Media and Sky TV have joined forces to take on rivals Google, Facebook and Amazon. Virgin will integrate with Sky's AdSmart platform and will target the combined firms' one-third viewers with personalised advertising using data including insurance renewal dates, the age of a viewer's car, and even which direction their garden faces. "We will be able to deliver a common trading mechanism for a large part of the UK, which will make it easier for advertisers and for agencies," said Jamie West, Sky's group director of advanced advertising.
Virgin Media and Sky TV have joined forces to take on rivals Google, Facebook and Amazon. Virgin will integrate with Sky's AdSmart platform and will target the combined firms' 30 million viewers with personalised advertising using data including insurance renewal dates, the age of a viewer's car, and even which direction their garden faces. "We will be able to deliver a common trading mechanism for a large part of the UK, which will make it easier for advertisers and for agencies," said Jamie West, Sky's group director of advanced advertising.