Sky has invested $5m in the US advertising technology firm Sharethrough as part of its strategy to drive innovation by partnering with emerging technology companies.

Sharethrough is the world leader in 'native advertising', offering software that enables publishers to monetize their sites and apps with adverts that are non-interruptive and stylistically similar to the surrounding content. For advertisers, Sharethrough's software provides them with an automated solution to match online ad campaigns to the webpages they are hosted on.

Sky's investment builds on a successful relationship between the two companies which began last year when Sky became the first UK media brand to work with Sharethrough to offer native advertising on skysports.com.

Through the partnership, Sky's advertising sales house Sky Media will offer its clients access to Sharethrough's native advertising software. This further expands the options available to advertisers running campaigns across Sky's range of online sites and mobile apps. Additionally, as one of the Britain's leading advertisers, Sky will itself benefit from adopting native advertising to market its growing portfolio of products and services, including Sky TV, Sky Broadband and NOW TV.

Under the terms of the deal, Jamie West, Deputy Managing Director of Sky Media, will take a board observer position at Sharethrough. West has spearheaded the launch of Sky's tailored advertising service Sky AdSmart, which offers brands the opportunity to make their advertising more relevant by delivering TV adverts based on a household's profile. When Sky AdSmart launched last year, Sky became the first broadcaster in Europe to offer tailored advertising in live TV ad breaks. 

The new partnership with Sharethrough builds on Sky's on-going programme of investment in innovative startups. Sky has already invested in a series of pioneering technology companies, including the IP streaming service provider Roku, the immersive 360 video specialists Jaunt and the video delivery firm 1 Mainstream.  Earlier this year, Sky opened up a dedicated office in San Francisco to help it continue to forge new partnership with tech startups.

Emma Lloyd, Director Business Development, Sky, comments: 'This new partnership continues the work we're doing to harness exciting technological developments and integrate them into our business. We're pleased to be deepening our relationship with Sharethrough and look forward to building new links with other startups and tech entrepreneurs in the US and Europe '.

Jamie West, Deputy Managing Director, Sky Media, adds: 'This investment in Sharethrough builds on our leadership in advertising innovation which we've already established with Sky AdSmart, enabling us to offer even more options to advertisers on Sky.'

Dan Greenberg, Founder & CEO, Sharethrough, adds: 'Partnering with Sky is our latest step in advancing Sharethrough's vision to help publishers around the world find new revenue streams across all platforms, especially mobile. There is already a rapid shift towards native, in-feed monetization as a key revenue driver for all publishers in all markets. Our industry-leading software will enable publishers and their brand clients to deliver content programs at scale."

Sky's $5m investment was part of a larger strategic round totalling $10m, which included current Sharethrough investors such as FLOODGATE, Elevation Partners, North Bridge Venture Partners, and Silver Creek Ventures.

-ENDS-


For more information:
Matt Beake
Corporate Communications, BSkyB
0207 032 2895
matt.beake@bskyb.com

About Sky


Sky is Britain and Ireland's leading home entertainment and communications company, providing services to more than 40% of homes. 
Sky invests more on screen than anyone else in Britain and Ireland - more than £2.6 billion a year, around two thirds of which is invested in the UK - with the aim of offering the best and broadest range of programming for everyone in the family.

Sky's ability to innovate across multiple technologies also gives customers the very best viewing experience wherever and whenever they want, through Sky+, High Definition and connected services such as Sky Go and On Demand. Sky also offers an over-the-top streaming service, NOW TV, giving customers a flexible and easy-to-use way of accessing a wide range of Sky's content.

Sky makes a positive and growing social and economic contribution. Acting responsibly day-to-day is fundamental to the way Sky does business, alongside inspiring people to take action through the Sky Academy, Sky Rainforest Rescue and Sky Cycling. Sky employs over 25,000 people, has annual revenues of £7.6 billion and is estimated to support a £6.0 billion contribution to UK GDP.  Sky is listed on the London Stock Exchange (BSY).

About Sharethrough


Sharethrough is the leading in-feed monetization software for content publishers. Sharethrough for Publishers (SFP) powers publisher's complete in-feed monetization strategy, including directly sold campaigns and 3rd party content across their entire portfolio of digital properties. The Sharethrough Exchange (STX), the world's largest in-feed ad exchange, is used by brand advertisers to promote all forms of content within the feeds of Sharethrough's publisher partners. Founded in 2008, the company now has over 120 full-time employees and is headquartered in San Francisco with offices in New York, Chicago, and London.www.sharethrough.com to learn more.

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