Sky Media is expanding the programmatic inventory it offers to advertisers as well as increasing the number of platforms it operates on.
The move from the media giant's ad sales unit is the second phase of programmatic TV roadmap and follows on from a successful pilot which ran earlier in the year in collaboration with Omnicom.
The latest rollout will see the company's programmatic platform Sky Audio Visual Exchange (AVx) enable buyers to purchase spots and make decisions in real-time on its own TV networks and video-on-demand inventory.
In the first phase, Omnicom's Accuen platform was able to buy space against its core audiences within Sky Go’s live linear channels, including Sky 1, Sky Sports News and Sky Atlantic.
Sky partnered with Videology to build its programmatic platform and the entire process is Clearcast compliant to ensure ads are rolled out at the right time to the right audience.
Sky Media said it is also in "active discussions" with a number of other key partners and that in time, it hopes trade desks will be able to purchase audiences across the full suite of its broadcast platforms.
"Sky is on a journey to deliver a programmatic solution in the efficient, effective, measurable and brand safe environments advertisers demand – these first steps are significant and will allow real-time ad-decisions to be made in a live broadcast environment for the first time," said Graeme Hutcheson, Sky's director of digital and Sky's AdSmart platform.