Sky Media
Sky Media connects advertisers to premium TV audiences at scale with household-level addressable targeting via AdSmart, combining the brand-safe environment of broadcast TV with the precision and measurability of digital advertising.
Last updated May 11, 2026 by the ATDb Editorial Team · Connections updated May 12, 2026
- Industry
- Broadcast & Addressable TV Advertising
- Business Model
- Advertising Sales House / Media Owner
- Target Market
- Enterprise, Mid-Market, SMB
- Employee Count
- 501-1000
- Revenue Range
- £500M–£1B+ (estimated, as part of Sky Group)
- Parent Company
- Sky Group
- API Available
- Limited
UK's leading addressable TV advertising platform and one of the largest broadcast advertising sales houses, with unmatched household-level targeting scale in the UK market
Sky Media is the advertising sales division of Sky Group (owned by Comcast), responsible for monetising Sky's extensive portfolio of TV channels, digital platforms, and streaming services in the UK and Ireland. As one of the UK's largest broadcast advertising sales houses, Sky Media offers advertisers access to premium audiences across Sky's owned-and-operated channels including Sky Sports, Sky News, Sky Atlantic, and Sky Cinema, as well as third-party channel partners. The company is best known for pioneering Sky AdSmart, the UK's first and most advanced addressable TV advertising platform, which enables advertisers to serve different ads to different households watching the same programme based on rich first-party and third-party data signals. Sky Media occupies a strategically significant position in the UK AdTech ecosystem, bridging traditional linear TV advertising with data-driven, digital-style targeting capabilities. AdSmart allows brands of all sizes — from national advertisers to local SMEs — to reach highly specific audience segments at the household level, dramatically improving relevance and reducing wasted impressions. The platform has expanded beyond Sky's own set-top boxes to include third-party broadcasters and IPTV partners, broadening its addressable inventory footprint. In early 2026, Sky Media launched an AI-powered creative toolkit aimed at lowering the barrier to entry for small and medium-sized enterprises to produce broadcast-quality TV ads. Sky Media is also a key participant in the broader UK premium video advertising landscape. The company is a joint partner alongside ITV and Channel 4 in a proposed UK premium video marketplace, which aims to create a unified, scaled addressable advertising offering to compete with global digital platforms such as Google and Meta. This collaboration reflects a wider industry trend of traditional broadcasters pooling resources to defend and grow their share of the digital advertising market while offering advertisers a privacy-safe, brand-safe alternative to walled gardens.
Sky AdSmart
Household-level addressable TV advertising platform enabling different ads to be served to different households watching the same broadcast content, using first- and third-party data for precise audience targeting.
AI-Powered SME Creative Toolkit
Launched January 2026, an AI-driven tool designed to help small and medium-sized enterprises create broadcast-quality TV advertisements at lower cost and complexity.
Sky Media Digital
Digital advertising solutions across Sky's owned digital properties, apps, and streaming platforms including Now TV and Sky Go.
UK Premium Video Marketplace (proposed)
A joint initiative with ITV and Channel 4 to create a unified premium video advertising marketplace offering scaled addressable inventory across UK broadcasters.
Sky Sports Advertising
Premium sponsorship and advertising packages across Sky Sports channels, one of the UK's most-watched and commercially valuable broadcast environments.
Data & Audience Solutions
Audience planning and targeting products leveraging Sky's first-party subscriber data, combined with third-party data partnerships for enhanced segmentation.
- 1990Founded