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This has been in place on other channels for some years in the UK (and other countries, though Sky is definitely a market leader in actual widespread implementa

This has been in place on other channels for some years in the UK (and other countries, though Sky is definitely a market leader in actual widespread implementation). It is worth noting that the US and UK aren't really equivalent here, as the UK broadly broadcasts the same channels nationwide all day with already existing slight differences for geographically relevant advertising, not just during primetime. In some cases this is handled on a satellite platform like Sky by broadcasting 20+ regional variations of a channel, and that is literally nuts. A solution like this saves an awful lot of bandwidth.

mpalfrey 7y ago
Multicast via satellite is comparatively cheap really. Especially for lower bitrate channels. Add into the mix regional opt outs (e.g. local news, local tv programs) and it's not _that_ bad an option. Lots of other channels on Sky already use AdSmart. It's a bit weird to have obviously targeted advertising on UK wide channels (e.g. local car dealerships). As a disclaimer - I used to work for the company who created the software Sky are using for AdSmart.