Developing
Pricing, impression volumes and the measurement currency were not disclosed.
In 60 seconds
- Sky Media made its premium video supply and audiences available through Amazon Ads Agent in the UK and Ireland on October 6, 2026.
- Programmatic guaranteed deals are available immediately; private marketplace and invitation-only auction deals follow, with no dates.
- Named supply includes Sky Go, NOW, Sky Glass, Sky Q and Sky Stream, plus partner content from HBO Max, Discovery+ and TNT Sports.
- Omnicom Media UK was an early access partner.
Impact Layer
- What changed
- A major UK broadcaster's streaming inventory is now reachable from Amazon's buying interface.
- Why it matters
- Broadcasters are opening supply to several buying platforms at once, which affects where CTV budgets can be planned and compared.
- Who is affected
- UK and Irish video buyers, agencies and Amazon advertisers.
- Martech stack area
- Advertising
- Stack impact
- No action needed. If you buy video through Amazon, ask whether Sky supply is on your account and which measurement currency applies.
- Business impact
- Moderate Based on a PPC Land report of Sky Media's announcement. Prices, volumes, formats and measurement terms were not published.
- Related technologies
- What to watch
- Private marketplace timing, and how Sky's other buying routes change.
Sky Media and Amazon Ads said on October 6, 2026 that advertisers in the UK and Ireland can buy Sky’s premium video supply and audiences through Amazon Ads Agent, according to PPC Land.
What is on offer
- Supply from Sky Go, NOW, Sky Glass, Sky Q and Sky Stream, plus partner content from HBO Max, Discovery+ and TNT Sports.
- Programmatic guaranteed deals are available now. Private marketplace deals will follow through Amazon Ads Agent, and invitation-only auction deals later. No dates were given.
- Advertisers can use Sky’s “proprietary audience signals”, which the release does not define.
- Omnicom Media was an early access partner.
What is missing
The release does not give prices, fees, minimum commitments, impression volumes, formats, frequency controls or the measurement currency. PPC Land also notes that several background links in its own article point to other topics, so we rely only on the facts above.
Our read
Streaming sellers are listing the same inventory with several buyers, so the question for a buyer is less where supply sits and more what it costs and how it is measured. Ask for both before moving budget.
Sources
- PPC Land: Amazon Ads gains access to Sky streaming inventory in UK and Ireland (opens in a new tab)
Source of the supply, deal types, timing, early partner and the list of undisclosed terms.