Case Study: Sky increases engagement and saves £160K with dataxu's Sky AdVance

Sky and dataxu enable true cross-channel marketing with Sky AdVance

dataxu partnered with Sky to solve a growing industry problem: as audiences consume media across multiple devices, advertisers struggle to deliver people‑centric, sequential messaging with true cross‑device frequency capping and quality controls. The strategic collaboration combined Sky’s rich audience data with dataxu’s OneView identity and programmatic platform to create Sky AdVance, a product designed to connect TV and digital channels for more effective, measurable campaigns.

Sky AdVance matches Sky set‑top box and viewing data to cookies and activates targeted, sequential programmatic campaigns across devices while enforcing viewability, fraud prevention and brand safety. Results from early use were strong: exposed households had an 82% higher digital click‑through rate; case studies reported +33% engagement, +31% video completion, 90% awareness for a launch, £160,000 in cost savings, and 140 campaigns delivering 488 billion impressions in 2016.

Sky

Graeme Hutcheson

Director of Digital and Sky AdSmart