Sky makes $5m native advertising play with Sharethrough deal

Sky has partnered with US native advertising specialists Sharethrough with a $5m investment in the emerging technology firm.

Sharethrough specialises in software which enables publishers to monetise their websites and apps with non-interruptive adverts that blend in with surrounding content and provides advertisers with an automated means of matching campaigns to specific sites.

This will see Sky Media, Sky’s advertising sales team, offer access to Sharethrough software when running campaigns across Sky’s suite of websites and apps in addition to its own AdSmart service.

The deputy managing director of Sky Media, Jamie West, will also take a position as observer on the board of Sharethrough.

Emma Lloyd, Sky’s director of business Development, said: “This new partnership continues the work we’re doing to harness exciting technological developments and integrate them into our business. We’re pleased to be deepening our relationship with Sharethrough and look forward to building new links with other startups and tech entrepreneurs in the US and Europe”.

Dan Greenberg, founder & CEO, Sharethrough, added: ‘Partnering with Sky is our latest step in advancing Sharethrough’s vision to help publishers around the world find new revenue streams across all platforms, especially mobile. There is already a rapid shift towards native, in-feed monetization as a key revenue driver for all publishers in all markets. Our industry-leading software will enable publishers and their brand clients to deliver content programs at scale.”

The deal cements Sky’s existing relationship with the company which has seen it offer it adopt native advertising on skysports.com.

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