‘Groundbreaking’ platform will allow companies to buy campaigns across the three channels

Sky, Channel 4 and ITV have announced joint intent to launch an advertising marketplace to boost the breadth of brands advertising on TV, in collaboration with Comcast Advertising.

The aim is to provide simplified access across the three portfolios will make addressable TV inventory accessible for businesses that are used to buying their own media in social and digital environments.

The marketplace is set to launch in 2026, powered by Comcast’s Universal Ads platform and FreeWheel’s technology.

Priya Dogra, chief advertising, group data and new revenue officer, Sky, said: “In today’s fast-evolving media landscape, we strongly believe success will require collaboration, simplification, and innovation.

“In partnership with ITV and Channel 4, and following the successful US launch of Comcast’s Universal Ads platform, we are excited to bring this to the UK and with it, the opportunity to open up TV advertising to new brands. Building on this innovation, we also want to simplify TV trading for established brands and agencies and look forward to exploring potential opportunities with ITV and Channel 4 to use Planet V.”

Kelly Williams, managing director, commercial, ITV, added: “As a TV industry, it is important that we collaborate to make television easy to plan, buy and measure for our established customers as well as the huge potential of new to TV brands. Both of these initiatives, this new marketplace for SME’s and Planet V for agencies, represent a very exciting future.”

Rak Patel, chief commercial officer, Channel 4, stated: “This marketplace underlines what sets TV apart from all other media: its ability to collaborate at scale. By uniting the power of Channel 4, ITV and Sky through a single marketplace, we’re creating a new home for premium video while accelerating our Fast Forward strategy to become the first public service streamer.”