Sky and Virgin said that advertisers will be able to target a combined potential audience of more than 30 million viewers in the UK and Ireland using their targeting technology and customer data.
The partnership covers both linear and video-on-demand TV advertising and uses Sky’s AdSmart platform as well as technology developed by Virgin’s parent company Liberty Global.
Virgin Media’s Pat Kiely and Sky Media’s Jamie West will lead the development of the partnership.
“In partnering with Sky we’re putting the UK and Ireland at the forefront of TV advertising innovation,” said Virgin Media CEO, Tom Mockridge.
“We’re giving consumers advertising that is more relevant to them and giving brands a trusted destination to deliver intelligent, tailored TV campaigns to a targeted audience.”
Sky’s group CEO, Andrew Griffith said: “Addressable TV is the high quality, brand safe and transparent medium that leading brands have already been adopting in their thousands.
“Today’s partnership takes that to the next level with the extension of AdSmart to millions more homes meaning more relevant ads for Virgin customers and a larger platform for advertisers.”