Channel 4 joins Sky's AdSmart for targeted ads

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Channel 4 will begin using Sky's AdSmart product to deliver targeted ads across its linear programming.

AdSmart allows advertisers to target audiences more effectively across linear TV. According to Sky, the solution enables brands to deliver different creative to multiple households watching the same programme.

As The Drum report, Sky claims the technology cuts channel switching by 48 per cent, and boost ad recall by 49 per cent.

Ads using the AdSmart platform will be served against programming on Channel 4's main network, along with selected other portfolio channels such as UKTV and BT Sport.

Commenting on the deal, Stephen van Rooyen, Sky's chief executive of the UK and Ireland, said: “We’ve long thought that collaboration benefits both consumers and the industry. Today’s news does exactly that.

"Together, Sky and Channel 4 will connect their viewers to more of the content they love, while bringing brands better ways to reach audiences. We look forward to working even more closely with Channel 4 and, we hope, other British broadcasters to bring more innovation and content to consumers over the coming years.”

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