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    Sky invests $5m in advertising technology firm Sharethrough

    This is a discussion on Sky invests $5m in advertising technology firm Sharethrough within the Sky news and announcements forums, part of the SkyUser Announcements category; Sky has invested $5m in the US advertising technology firm Sharethrough as part of its strategy to drive innovation by ...

    1. #1
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      Sky invests $5m in advertising technology firm Sharethrough


      Sky has invested $5m in the US advertising technology firm Sharethrough as part of its strategy to drive innovation by partnering with emerging technology companies.

      Sharethrough is the world leader in ‘native advertising’, offering software that enables publishers to monetize their sites and apps with adverts that are non-interruptive and stylistically similar to the surrounding content. For advertisers, Sharethrough’s software provides them with an automated solution to match online ad campaigns to the webpages they are hosted on.

      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, as one of the Britain’s leading advertisers, Sky will itself benefit from adopting 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 has spearheaded the launch of Sky’s tailored advertising service Sky AdSmart, which offers brands the opportunity to make their advertising more relevant by delivering TV adverts based on a household’s profile. When Sky AdSmart launched last year, Sky became the first broadcaster in Europe to offer tailored advertising in live TV ad breaks.

      The new partnership with Sharethrough builds on Sky’s on-going programme of investment in innovative startups. Sky has already invested in a series of pioneering technology companies, including the IP streaming service provider Roku, the immersive 360 video specialists Jaunt and the video delivery firm 1 Mainstream. Earlier this year, Sky opened up a dedicated office in San Francisco to help it continue to forge new partnership with tech startups.

      Emma Lloyd, Director Business Development, Sky, comments:
      ‘This new partnership continues the work we’re doing to harness exciting technological developments and integrate them into our business. We’re pleased to be deepening our relationship with Sharethrough and look forward to building new links with other startups and tech entrepreneurs in the US and Europe ’.

      Jamie West, Deputy Managing Director, Sky Media, adds:
      ‘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.’

      Dan Greenberg, Founder & CEO, Sharethrough, adds:
      ‘Partnering with Sky is our latest step in advancing Sharethrough’s vision to help publishers around the world find new revenue streams across all platforms, especially mobile. There is already a rapid shift towards native, in-feed monetization as a key revenue driver for all publishers in all markets. Our industry-leading software will enable publishers and their brand clients to deliver content programs at scale.”

      Sky’s $5m investment was part of a larger strategic round totalling $10m, which included current Sharethrough investors such as FLOODGATE, Elevation Partners, North Bridge Venture Partners, and Silver Creek Ventures.
      About Sharethrough

      Sharethrough is the leading in-feed monetization software for content publishers. Sharethrough for Publishers (SFP) powers publisher’s complete in-feed monetization strategy, including directly sold campaigns and 3rd party content across their entire portfolio of digital properties. The Sharethrough Exchange (STX), the world’s largest in-feed ad exchange, is used by brand advertisers to promote all forms of content within the feeds of Sharethrough’s publisher partners. Founded in 2008, the company now has over 120 full-time employees and is headquartered in San Francisco with offices in New York, Chicago, and London. Please visit www.sharethrough.com to learn more.


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    3. #2
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      Re: Sky invests $5m in advertising technology firm Sharethrough

      Quote Originally Posted by Scubbie View Post

      Sky wasting money on "****e" outside their core business!

      Sky have loads of money from their existing subscriber base but they are heading nowhere by the looks of it just like lots of companies.
      They have no idea how they will adjust to the IP based tv products that competitors offer already.

      Now TV is a move in that direction but nowhere as near as profitable.

      If people aren't willing to pay for a bit better quality then bye bye Sky.
      BT have hit a sore point though, Why take those other channels if all a lot of people want is the Sports channels?

    4. #3
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      Re: Sky invests $5m in advertising technology firm Sharethrough

      All I can think is that with more on demand type content and recording, more and more of us are fast forwarding through the adverts.
      So I'm assuming trying more innovative ways to keep on track of the ads is all sky and all the other broadcasters can do.
      ITV as an example, with so many channels now, must have a nightmare trying to work out with advertising companies, as to where their ad fits best for the targeted audience.
      Have not seen any of these local adsmart adverts, still waiting for the local curry house to appear like we had years ago in the Pearl and Dean era of the Cinema
      Often have sky go and the Tv on at the same time and currently watching F1 and the ads are always the same, so not sure if adsmart actually works at the mo.

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      Re: Sky invests $5m in advertising technology firm Sharethrough

      On-line content is not the answer for everyone.

      I've responded to a thread elsewhere where someone is attempting to stream 4K content to one TV and HD content to two others.

      Their Fibre connection can't handle all the traffic smoothly.

      Sky Fibre Unlimited Pro: Connected at 80,000 kbps / 20,000 kbps
      Previous ADSL2+ Speed 19999 kbps 1153 kbps, Line Attenuation 17.5 db 6.9 db, Noise Margin 7.5 dB 8.7 dB
      Speedtest: 17.15MB/s 0.97Mb/s Ping 31 ms

    6. #5
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      Re: Sky invests $5m in advertising technology firm Sharethrough

      Quote Originally Posted by Scubbie View Post
      I've responded to a thread elsewhere where someone is attempting to stream 4K content to one TV and HD content to two others.
      Hope they were on the 4k testing
      Worked well with sky broadband, seems about 12mb or more to make it usable and reasonable to download/stream for 4k.
      My 19mb made it a dream.

     

     

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