Sky’s Hutcheson on Creating AdSmart’s “Transactional Layer”

Sky’s addressable TV advertising product AdSmart is well established in the UK now, having launched in 2014 and run over 10,000 addressable campaigns, and is beginning to expand across Europe. The next step for Sky it to create a “transactional layer” which gives advertisers access to AdSmart inventory across platforms says Graeme Hutcheson, Sky’s director of digital and AdSmart. Here Hutcheson also discusses the challenges with deploying AdSmart in different EU markets where different regulations apply, and explains how AdSmart has been bringing new buyers into the TV market. Filmed at the Cannes Lion Festival 2018.