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Sky followed up Virgin’s new commitment to targeted advertising with its own promising AdSmart from next summer. Sky AdSmart will launch in seven million homes on Sky’s wholly owned channels, and will offer advertisers up to 90 different attributes including age, region, financial outlook and affluence.
Jamie West, director of AdSmart and commercial development, told the Future Advertising event that AdSmart, which is based on NDS Dynamic technology, would turn nine million Sky Plus DVRs into individual servers. “At launch next summer we will have in excess of seven million households enabled across nine million boxes,” he said.
Sky has created a viewing panel of more than 500,000 internet-connected Sky TV homes across the UK, which West said provided information about 30 million ‘viewing events’ each day. This information can be used to provide insight into viewer behaviour and preferences.