Sky Media has integrated its streaming inventory, including Sky Go, NOW, and Sky Glass, into the Amazon Ads Agent platform for advertisers in the UK and Ireland. The partnership enables programmatic guaranteed access to Sky’s premium content and proprietary audience targeting to help streamline fragmented video buying.
This integration marks a significant shift in how premium European broadcasters manage supply-side fragmentation by meeting buyers within dominant global demand-side platforms. By surfacing inventory from Sky Glass and Sky Q alongside Amazon's existing data, the partnership simplifies cross-platform execution for agencies like Omnicom who are seeking unified measurement. For the broader ecosystem, it signals that even dominant local players must adopt interoperable ad tech to capture shifting SVOD budgets as 70% of UK households now utilize streaming services. Watch for whether other major European broadcasters like ITV or Channel 4 follow suit to prevent further budget consolidation within the Amazon ecosystem.
Sky Media has integrated its premium streaming inventory into the Amazon Ads platform, allowing advertisers in the UK and Ireland to access content via programmatic guaranteed deals. This partnership simplifies cross-platform media buying by combining Sky’s audience signals with Amazon’s tech stack, helping agencies achieve unified measurement across major streaming services.
Advertisers can access premium entertainment, news, and live sports inventory, including Premier League and Formula 1, across Sky Go, NOW, and Sky Glass.
The integration provides access to third-party partner content from HBO Max, Discovery+, and TNT Sports through the Amazon Ads connection.
Omnicom Media Group participated as an early access partner to activate and measure campaigns across Sky's portfolio using Amazon's technology.
Yes, Private Marketplace (PMP) deals are scheduled to launch on the platform following the initial rollout of programmatic guaranteed deals.
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