Sky, ITV, and Channel 4 are teaming up to launch a new self-serve video advertising platform in 2026. The goal? To make it easier for smaller businesses, including digital-first and ecommerce brands, to advertise across their on-demand video content without needing large budgets or specialist media buyers.
For brands looking to break out of the crowded social and search space, this is a major development.
Here’s how this new platform could help you grow your customer base—and how to prepare now.
1. One Campaign, Three Broadcasters — Simplified Reach
Until now, buying video ads across major UK broadcasters has meant dealing with separate platforms, contracts, and strategies for each. With this new marketplace, you’ll be able to launch a single campaign that runs across Sky, ITV, and Channel 4’s streaming content.
Why it matters:
This saves time and resources. Instead of building different creative versions or reporting frameworks for each platform, you can plan one campaign, with unified targeting, delivery, and performance data. For ecommerce brands used to fast test-and-learn cycles, this kind of centralised access brings efficiency.
What to do now:
Start thinking of your video campaigns holistically. If you’ve only been using YouTube or Meta video, now’s the time to plan how those assets can stretch further across connected TV (CTV).
2. Built for Self-Service
One of the most exciting parts of the announcement is that this platform is designed for self-serve use; similar to how you might book ads on Meta, TikTok, or Google. The interface is said to be biddable and intuitive, meaning brands can get started without specialist media buyers or major media budgets.
Why it matters:
This levels the playing field. Smaller ecommerce brands, especially those with lean teams, will be able to experiment with video advertising in premium environments without jumping through hoops or relying on external media buyers.
What to do now:
Brush up on your in-house media buying skills. If your team knows how to run campaigns on Google Ads or Facebook Business Manager, they’ll likely be comfortable in this new environment too. Start drafting a few test video concepts so you're ready to launch when access opens.
3. Premium, High-Intent Audiences via Connected TV
Sky, ITV, and Channel 4 control some of the UK’s most-watched on-demand content; from Love Island to Gogglebox, Sky Sports to drama boxsets. Advertising on their platforms means placing your brand alongside trusted content in an uncluttered, brand-safe space.
Why it matters:
Ecommerce brands are often stuck competing in over-saturated, low-trust spaces like social media. With CTV, you reach audiences who are actively engaged and relaxed—ideal conditions for building brand recall and driving traffic to your site.
The targeting will include addressable capabilities, meaning you can show your ads to specific household types or demographics, much like you would on digital platforms.
What to do now:
Use your existing customer insights to identify high-value audience segments. Are your best customers young families, fitness enthusiasts, or eco-conscious shoppers? These kinds of profiles can help inform your CTV targeting strategy.
Sky, ITV, and Channel 4 are teaming up to launch a new self-serve video advertising platform in 2026. The goal? To make it easier for smaller businesses, including digital-first and ecommerce brands, to advertise across their on-demand video content without needing large budgets or specialist media buyers.
For brands looking to break out of the crowded social and search space, this is a major development.
Here’s how this new platform could help you grow your customer base—and how to prepare now.
1. One Campaign, Three Broadcasters — Simplified Reach
Until now, buying video ads across major UK broadcasters has meant dealing with separate platforms, contracts, and strategies for each. With this new marketplace, you’ll be able to launch a single campaign that runs across Sky, ITV, and Channel 4’s streaming content.
Why it matters:
This saves time and resources. Instead of building different creative versions or reporting frameworks for each platform, you can plan one campaign, with unified targeting, delivery, and performance data. For ecommerce brands used to fast test-and-learn cycles, this kind of centralised access brings efficiency.
What to do now:
Start thinking of your video campaigns holistically. If you’ve only been using YouTube or Meta video, now’s the time to plan how those assets can stretch further across connected TV (CTV).
2. Built for Self-Service
One of the most exciting parts of the announcement is that this platform is designed for self-serve use; similar to how you might book ads on Meta, TikTok, or Google. The interface is said to be biddable and intuitive, meaning brands can get started without specialist media buyers or major media budgets.
Why it matters:
This levels the playing field. Smaller ecommerce brands, especially those with lean teams, will be able to experiment with video advertising in premium environments without jumping through hoops or relying on external media buyers.
What to do now:
Brush up on your in-house media buying skills. If your team knows how to run campaigns on Google Ads or Facebook Business Manager, they’ll likely be comfortable in this new environment too. Start drafting a few test video concepts so you're ready to launch when access opens.
3. Premium, High-Intent Audiences via Connected TV
Sky, ITV, and Channel 4 control some of the UK’s most-watched on-demand content; from Love Island to Gogglebox, Sky Sports to drama boxsets. Advertising on their platforms means placing your brand alongside trusted content in an uncluttered, brand-safe space.
Why it matters:
Ecommerce brands are often stuck competing in over-saturated, low-trust spaces like social media. With CTV, you reach audiences who are actively engaged and relaxed—ideal conditions for building brand recall and driving traffic to your site.
The targeting will include addressable capabilities, meaning you can show your ads to specific household types or demographics, much like you would on digital platforms.
What to do now:
Use your existing customer insights to identify high-value audience segments. Are your best customers young families, fitness enthusiasts, or eco-conscious shoppers? These kinds of profiles can help inform your CTV targeting strategy.
4. Transparent Reporting and Measurable Results
One of the historic pain points with TV advertising is a lack of performance feedback. But this new platform aims to change that by offering robust measurement tools. You’ll be able to track ad performance across the broadcasters with standardised metrics like impressions, completion rates, and potentially even downstream site visits or conversions (depending on integration).
Why it matters:
Ecommerce growth hinges on data. Whether you’re tracking ROAS or CPA, you need to know what’s working. If this new marketplace delivers on its promise of transparent, real-time reporting, it could become a powerful new channel in your performance marketing toolkit.
What to do now:
Ensure your analytics stack is ready for multi-channel attribution. Set up custom UTMs and consider tools that can help track video-assisted conversions or cross-device performance. This will make it easier to assess how your connected TV ads impact website behaviour and sales.
5. A Strategic Alternative to Rising Paid Social Costs
Many ecommerce brands are feeling the pinch of rising CPMs and shrinking margins on traditional digital channels. This new marketplace offers a refreshing alternative: high-quality video ads in a trusted environment, without the runaway bidding wars of social platforms.
Why it matters:
You’ll be able to diversify your acquisition channels while still keeping control over costs and targeting. Instead of relying heavily on Meta or Google, this gives you access to a new pool of engaged users—many of whom may not be reachable through your current ad strategy.
What to do now:
Start thinking about your media mix more strategically. If your Facebook acquisition costs are climbing, consider shifting some budget into video tests here. Track comparative performance and look for ways the channels can complement each other.
In Summary
For ecommerce brands used to the speed and flexibility of digital ads, the idea of advertising on TV has often felt out of reach. But this new platform from Sky, ITV, and Channel 4 could change that. By making premium video advertising more accessible, measurable, and self-serve, they’re giving ecommerce marketers a new way to reach customers—and stand out from the crowd.
Quick Checklist for Ecommerce Marketers
✅ Revisit existing video creative—can it work in a CTV setting?
✅ Build audience personas using your CRM and analytics data
✅ Plan test budgets to experiment when the platform opens
✅ Set up tools for multi-channel attribution
✅ Stay informed—sign up for updates from each broadcaster
