How Sky is future-proofing its digital marketing strategy on the open web

In a fast-changing digital landscape where third-party cookies are fading and platforms are rethinking how advertisers can connect with audiences, Sky is leading with a bold, forward-thinking strategy. In a recent conversation with Permutive’s Head of Advertiser Customer Success, Ned Jones, Davide Sirtori, Sky’s Head of Digital Marketing & SEO, shared how the business is not only adapting to the changes but using them as a springboard for innovation.

Davide’s insights reflect a broader ambition: to make the open web just as performant as search and social, so that it becomes a valuable, incremental contributor to customer acquisition.

The key highlights of the video:

• How Sky future-proofed against cookie deprecation: Learn how Sky leveraged first-party data and moved from broad, cookie-reliant targeting to more curated partnerships and PMP strategies that drive performance at scale.
  
• Why Sky sees the open web as a peer to search and social: Hear how open web campaigns, when powered by first-party data and privacy-safe targeting, deliver results on par with traditionally dominant channels like search and social.
  
• Sky’s vision for richer creative and net-new audiences: Davide explains how the evolution of Sky’s products – from mobile to smart TVs and home insurance – requires reaching new, untapped audiences. He also outlines why Sky is expanding beyond display to test richer formats like video and takeovers to deliver more nuanced messages and drive stronger engagement across the funnel.

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