Sky has invested $5 million in the US advertising technology firm Sharethrough as part of its strategy to drive innovation by partnering with emerging technology companies.
Sharethrough is a specilaist in ‘native advertising’, offering software that enables publishers to monetise their sites and apps with adverts that are non-interruptive and stylistically similar to the surrounding content.
Sky’s investment builds on a successful relationship between the two companies which began last year when Sky became the first UK media brand to work with Sharethrough to offer native advertising on skysports.com.
Through the partnership, Sky’s advertising sales house Sky Media will offer its clients access to Sharethrough’s native advertising software. This further expands the options available to advertisers running campaigns across Sky’s range of online sites and mobile apps. Additionally, Sky will adopt native advertising to market its growing portfolio of products and services, including Sky TV, Sky Broadband and NOW TV.
Under the terms of the deal, Jamie West, Deputy Managing Director of Sky Media, will take a board observer position at Sharethrough.
West commneted: “This investment in Sharethrough builds on our leadership in advertising innovation which we’ve already established with Sky AdSmart, enabling us to offer even more options to advertisers on Sky.”