NBCU's Audience Studio will become part of Sky's AdSmart offering in their first joint ad initiative since NBCU parent Comcast acquired Sky in 2018.
After Comcast's 2018 acquisition of Sky, it's starting to integrate Sky's and NBCUniversal's ad targeting capabilities.
NBCU hopes the effort will help it compete with Facebook and Google by enabling advertisers to target ads on a global basis. In Comcast's first joint ad initiative since the deal, NBCUniversal and Sky will start to share each other's ad targeting tools, they announced March 18.
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