AdSmart from Sky
AdSmart from Sky, operated by Sky Media, runs an addressable TV advertising platform that delivers household-level targeted ads across Sky and Virgin set-top boxes to UK businesses, charging advertisers on a cost-per-view basis when over 75% of an ad is watched, and serves SMBs, regional advertisers, and enterprise brands.
- Company typePrivate
- Founded-
- HeadquartersIsleworth, United Kingdom
- Headcount5,001–10,000
- GTM typeB2B
- OfferingServices
What AdSmart from Sky does
AdSmart from Sky is the addressable TV advertising service operated by Sky Media, the advertising arm of Sky UK Limited (a wholly owned subsidiary of Sky plc). The platform delivers different ads to different households watching the same programme across Sky's owned-and-operated TV inventory, spanning Sky Glass, Sky Q, Sky Stream and Virgin Media set-top boxes across 127+ channels. Targeting runs on a verified household-address graph backed by Sky's first-party subscriber data, an in-house 4-million-household viewing panel (reported as 750x larger than the standard BARB panel), and integrations with Experian, Dunnhumby, Nectar, Captify, MasterCard, and CACI, yielding over 1 billion possible targeting combinations. Campaign measurement is grounded in IP-to-household matching and a cost-per-view pricing model where advertisers are only charged when over 75% of an ad is watched at normal speed (typical rates cited at £0.04–£0.05 per view).
The business operates a hybrid go-to-market: a UK-based direct field sales team for SMB and first-time TV advertisers, a self-serve Sky AdManager platform for mid-market and repeat buyers, and a network of production agencies plus a free AI-powered creative toolkit (Waymark partnership, launched January 2026) for ad creation. Customer mix spans SMB first-time TV advertisers, regional and catchment-area-based businesses, premium and luxury brands, enterprise advertisers (Santander, eBay, McDonald's, McLaren, Hilton, SodaStream, More Than), and public-sector campaigns (NHS adjacent, Norfolk County Council). The service carries household-level precision, geo-targeting from postcode to region, and interactive formats including Voice Ads on Sky Q/Glass/Stream. AdSmart is privately held and consolidated within Sky UK Limited, which reports under Sky plc / Comcast; no standalone revenue, ARR, or funding figures are disclosed for the service.
Revenue mechanics combine usage-based cost-per-view advertising (the dominant stream), professional services revenue from agency-produced creatives for clients preferring bespoke production, and analytic add-ons via the Sky AdManager Data Dashboard. The service targets four primary segments — SMBs, local/regional businesses, direct-to-consumer brands, and public-sector/non-profits — with retention supported by a 70%+ return rate for second campaigns and 4,000+ businesses onboarded as first-time TV advertisers.
AdSmart from Sky firmographics
Firmographics- Name
- AdSmart from Sky
- Legal name
- Sky UK Limited
- Website
- https://adsmartfromsky.co.uk
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- AdSmart from Sky, operated by Sky Media, runs an addressable TV advertising platform that delivers household-level targeted ads across Sky and Virgin set-top boxes to UK businesses, charging advertisers on a cost-per-view basis when over 75% of an ad is watched, and serves SMBs, regional advertisers, and enterprise brands.
- Ownership category
- akta.pro rank
Where AdSmart from Sky is headquartered
LocationHeadquarters
- HQ city
- Isleworth
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
AdSmart from Sky business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Technology or R&D, Marketing or Sales, Operations, Personnel, Infrastructure
Revenue model
- Cost-per-View Advertising: Advertisers pay only when a viewer watches over 75% of an ad at normal speed. This ensures accountability and only charges for actual ad views, not wasted impressions from fast-forwarding or channel changing.
- Ad Creative Production Services: Revenue from working with a network of trusted local production agencies to create TV ads. While the AI creative toolkit is free, production agency services provide an additional revenue stream.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Cost-per-view advertising model |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
AdSmart from Sky product offering
Product offeringCore offering
AdSmart from Sky is an addressable TV advertising platform that enables businesses to deliver different advertisements to different households watching the same programme across Sky and Virgin Media platforms. Advertisers target specific households using verified subscriber addresses and over 1 billion targeting combinations, paying only on a cost-per-view basis when viewers watch over 75% of an ad. Supporting offerings include an AI-powered creative toolkit (powered by Waymark) for automated ad creation and Sky AdManager for self-serve campaign management.
Product overview
AdSmart from Sky is an addressable TV advertising platform that enables businesses of all sizes to target specific households with tailored advertisements. The core product delivers ads across Sky and Virgin platforms including Sky Glass, Sky Q, Sky Stream, and Virgin set-top boxes, covering over 127 channels. The platform includes an AI-powered creative toolkit (powered by Waymark) for automated ad creation, and Sky AdManager for self-serve campaign management and analytics. Businesses can choose between AI-generated creative production or working with production agencies, with payment based on cost-per-view for viewed impressions.
Differentiator
Problem solved
Functional benefit
Products and services
- AdSmart from Sky Addressable TV advertising platform that enables businesses to target specific households with tailored advertisements during live TV broadcasts and on-demand content across Sky and Virgin platforms. Ads are delivered only to selected households rather than national coverage, with payment based on cost-per-view when over 75% of an ad is watched.
- AI-Powered Creative Toolkit (Powered by Waymark) AI-powered advertising toolkit that helps small and local businesses create TV-ready advertisements quickly and at no extra cost. Uses AI to generate professional TV adverts in seconds from business website information, with automated compliance checking for TV advertising rules and the ability to tailor versions for different audiences or regions.
- Sky AdManager Self-serve platform allowing brands to set budgets, choose target audiences and access detailed campaign projections for tailored campaign planning and management. Includes an analytics and reporting module that enables advertisers to analyse campaign performance, match purchase data back to Sky households, and measure campaign effectiveness through detailed insights.
- Voice Ads Voice-activated interactive advertising format powered by Sky's voice technology and interactive TV interface. Allows Sky Q, Glass, and Stream customers to use voice commands on their Sky remote to explore branded content, access deeper product information, and view long-form videos.
Quantifiable outcome
- 70%+ return rate for second campaign
- +4 more outcomes
Companies that use AdSmart from Sky
Customer profileNamed customers29 records
Segments5 records
Ideal customer profiles3 records
AdSmart from Sky technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature9 records
AdSmart from Sky partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and flagship.
- WaymarkcoreAI technology partnership powering the AI-powered creative toolkit. Waymark technology creates professional TV adverts in seconds using business website information and AI video generation. Previously helped 30,000+ businesses in US access TV advertising, supporting over $400 million in advertising revenue.
- ExperiancoreData partnership providing enriched targeting data for precise audience segmentation. Experian Mosaic classification groups enable targeting of specific consumer segments based on demographics, financial status, and lifestyle attributes.
- DunnhumbycoreData partnership enhancing targeting accuracy and ad performance through consumer purchasing insights and behavioral data.
- NectarcoreLoyalty card data partnership providing purchase behavior insights for more relevant ad targeting.
- RegitcoreUK's leading digital garage partnership enabling targeting of audiences interested in electric or hybrid vehicles. Regit tools and browsing data help advertisers target niche automotive markets effectively.
- CaptifycoreLeading provider of search intelligence enabling geo-targeted 1st party household search behavior data. Matches detailed search intent and behavior patterns with Sky's household data for personalized ad delivery.
- MasterCardcorePayment data partnership enriching targeting capabilities with spending behavior insights for more accurate audience targeting.
- CACIcoreData provider partnership offering additional demographic and behavioral targeting data to boost campaign performance.
- Sky MediaflagshipSky Media is the advertising division of Sky UK Limited (company number 02906991), the parent organization behind AdSmart. Sky Media delivers TV advertising across Sky and Virgin platforms with over 20% of UK commercial TV viewing share.
Scale indicators16 records
Recent moves5 records
Expansion highlights5 records
AdSmart from Sky competitors and assessment
Company assessmentEmerging players
- Hulu: Hulu (Disney-owned) operates one of the largest US ad-supported CTV services with household-level ad targeting and addressable capabilities. Comparable to AdSmart in offering premium, audience-targeted streaming video advertising, though serving a US rather than UK audience.
- Pluto TV (Paramount): Pluto TV is a global free ad-supported streaming TV (FAST) service operated by Paramount, monetizing through programmatic and direct addressable advertising. Comparable to AdSmart as an addressable, ad-funded premium video platform with household-level ad capabilities.
- The Trade Desk: The Trade Desk is a leading programmatic demand-side platform with a rapidly growing CTV/addressable TV business via integrations with broadcasters and CTV apps. Comparable to AdSmart in enabling data-driven, audience-targeted TV/video buying, though operating as a buy-side platform rather than a direct ad sales house.
Direct peers
- Channel 4: Channel 4 is a UK public-service broadcaster funded almost entirely by advertising and has built addressable and digital ad capabilities (4Sales, digital ad platform). Comparable to AdSmart as a UK-focused, advertising-funded broadcaster competing for the same advertiser budgets and pursuing audience-targeting innovations.
- Roku: Roku operates the leading CTV operating system and a sizable CTV advertising platform (Roku Ads Manager) that sells targeted, household-level advertising across OTT inventory. Comparable to AdSmart as an addressable TV/CTV ad platform enabling household-level buying, content-led monetization, and self-serve campaign tools.
- FreeWheel: FreeWheel, a Comcast-owned ad management and monetization platform, provides ad insertion, trafficking, and programmatic capabilities for premium video across linear, CTV, and BVOD. Directly comparable to AdSmart as a pay-TV/CTV ad-tech stack owned by Sky's parent Comcast, serving the same category of premium video inventory.
- ITV: ITV is the UK's largest free-to-air commercial broadcaster and operates ITV Planet V, an addressable advertising platform offering household-level targeting across its on-demand and linear inventory. Directly comparable to AdSmart in offering UK advertisers data-driven, addressable TV targeting with similar advertiser bases (SMBs to enterprise) and similar revenue models.
Broad incumbents
- Amazon Advertising: Amazon Advertising operates IMDb TV/Freevee, Twitch, and Fire TV channels, plus a large DSP, monetizing premium video through addressable advertising. Comparable to AdSmart in offering addressable video/CTV ad inventory, though operating globally and at much larger scale.
- Meta: Meta operates Reels, in-stream video on Facebook/Instagram, and increasingly Connected TV ad placements via integrations with smart TVs. A broad incumbent competing with AdSmart for video and brand-building budgets, though differentiated by social-first vs. linear-TV-first inventory.
- Google (YouTube / DV360): Google operates YouTube (the largest CTV/AVOD platform) and Display & Video 360, competing for the same video/TV ad budgets as AdSmart. A broad incumbent in digital and video advertising with overlapping addressable capabilities at global scale, but not specialized in UK pay-TV household targeting.
Market position
Weaknesses5 records
Competitive moat5 records
Key highlights7 records
Customer concentration
AdSmart from Sky social profiles
Digital presenceAdSmart from Sky financial estimates
Financial estimateRevenue estimate
Valuation estimate
AdSmart from Sky leadership team
Management profileNumber of profiles
AdSmart from Sky funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AdSmart from Sky M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AdSmart from Sky
What does AdSmart from Sky do?
AdSmart from Sky is an addressable TV advertising platform that enables businesses to deliver different advertisements to different households watching the same programme across Sky and Virgin Media platforms. Advertisers target specific households using verified subscriber addresses and over 1 billion targeting combinations, paying only on a cost-per-view basis when viewers watch over 75% of an ad. Supporting offerings include an AI-powered creative toolkit (powered by Waymark) for automated ad creation and Sky AdManager for self-serve campaign management.
Is AdSmart from Sky a public or private company?
AdSmart from Sky is a private company. It is classified as corporate owned and is currently operating.
When was AdSmart from Sky founded?
AdSmart from Sky was founded in -1. It employs 5,001 to 10,000 people.
Where is AdSmart from Sky based?
AdSmart from Sky is headquartered in Isleworth, United Kingdom, in the Europe region.
How does AdSmart from Sky make money?
Two revenue lines are on record. Cost-per-View Advertising is the primary driver. The others are ad Creative Production Services.
Who are AdSmart from Sky's main competitors?
Emerging players on record are Hulu, Pluto TV (Paramount) and The Trade Desk. Direct peers are Channel 4, Roku, FreeWheel and ITV. Broad incumbents are Amazon Advertising, Meta and Google (YouTube / DV360).
Does AdSmart from Sky have an API?
No public API is recorded for AdSmart from Sky.