Sky is in talks with Channel 4 over including the terrestrai; broadcaster in its AdSmart platform, according to a report from Campaign Live.
Any deal could also include the third party channels represented by Channel 4’s sales house, including BT Sport and UKTV.
AdSmart enables different, and – more crucially – targeted commercials to be shown to households watching the same programme. Virgin Media signed up to the service earlier this year.
Neither side has yet to comment on the reports.