Sky digital dating

The more data you provide, the better your chances of a match.

Just think of the custom audiences that can be built with all that data, or the accuracy of look-a-likes, targeting users as they swipe with creatives for perfumes, hair dyes, toiletries, and clothing.

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For one, they’re slowly creeping into advertising territory that’s currently monopolised by platforms like Facebook and Google.Driven by consumer behaviour and the growing quality of advertising opportunities, particularly in online video, a significant proportion of our budget is now spent online.But does this mean the death of the likes of TV, print and outdoor advertising?We're entering a new era in online advertising because brands are using data and technology to question its effectiveness, says Andrew Mortimer, director of media at Sky, Britain's biggest advertiser.Like many brands, Sky’s has increased its advertising spend on digital media.

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