Sky: Glass

Sky, a British broadcaster, grew sales of its Sky Glass streaming service in the UK by launching personalised communications to deliver messages that appealed most with different types of audiences.

Sky was launching its biggest and most innovative product in 15 years - new streaming TV service Sky Glass. But there was a big challenge: building a prospect pool suitable for the product to supercharge its sales volume.

Strategy

With the industry shift to a privacy-first landscape, MediaCom admitted that locating in-market audiences was a bigger challenge than it had ever faced. At launch, only 6% of people who started the Sky Glass configurator were available to be retargeted programmatically.

What felt like a glimpse into a cookie-less future led to a reassessment of the agency's data ecosystem for a...

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