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Targeted ads set to roll out on Sky this summer

With close to two million Sky+ HD boxes already connected to the internet BskyB has announced it is to take advantage of the inventory by launching targeted advertising to customers this summer.

Entitled AdSmart, the technology stores adverts on set-top boxes and delivers different adverts to different households at the same time watching the same programme using criteria set by the advertiser.

Explaining the technology, Sky CFO Andrew Griffith said: “A high street bank could show an ISA commercial to high income homes and at the same time a current account message to others. We only able to do this because we have a wholly owned and operated connected box platform and we only have the inventory to sell advertisers because of the breath and channels of content that attracts valuable audiences.”

The online equivalent of AdSmart has been in place for some time and conversations with agencies are already underway for the summer roll out to connected set top boxes.

The new follows Sky’s deal with Sony Pictures Television to exclusively broadcast Sony films via Sky Movies and NowTV and Sky's decision to offer Premier League Football to non-subscribers through its NowTV offering.

Sky says the deal will open up ad opportunities for regional, hyper-local and speciality brands that are unable to advertise via the current model.