By Tony Connelly

Sky Media has announced a technology licencing partnership with video advertising platform Videology to develop a programmatic system.

The partnership will see the two companies develop a new digital inventory system which will allow Sky to better manage its inventory and control the frequency exposure across multiple platforms.

Deputy managing director of Sky Media, Jamie West, said Videology’s “expertise both in digital inventory optimisation and cross-screen campaigns” were behind the decision to form the partnership.

He added “Their view of video convergence is similar to ours, and we look forward to creating effective advertising outcomes that have a lasting benefit for our clients.”

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Source: The Drum