Broadcaster’s Channel 4, ITV and Sky will launch an advertising marketplace in collaboration with media conglomerate Comcast.

The marketplace will allow easy access to on-demand and streaming inventory from the three sales houses through a single campaign.

Launching in 2026, the platform will be powered by Comcast’s Universal Ads initiative and FreeWheels technology.

Priya Dogra, chief advertising, group data and new revenue officer at 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.

Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning

“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.”

The businesses are also in talks to simplify the purchase of addressable inventory for media agencies, including exploring the possibility of a joint agency-facing solution, based on ITV’s Planet V technology.

Kelly Williams, managing director, commercial at ITV said: “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.”