Sky Media Germany
Sky Media Germany offers advertisers exclusive access to Sky's premium, highly engaged pay-TV and streaming audiences in Germany and Austria, with advanced addressable targeting via AdSmart and growing programmatic CTV capabilities.
Last updated May 11, 2026 by the ATDb Editorial Team
At a glance
- Employees
- 51-200
- Revenue
- €500M–€600M
About
Exclusive premium TV and streaming ad sales house for Sky Deutschland, leading addressable TV provider in the DACH region
Sky Media Germany is the 100% owned advertising marketing subsidiary of Sky Deutschland, responsible for the exclusive commercialization of advertising inventory across all Sky Germany and Sky Austria platforms. This includes linear pay-TV channels, the Sky Q set-top box ecosystem, the WOW streaming service, and the AdSmart addressable TV product. The company generated approximately €546 million in TV advertising sales in 2023, positioning it as a significant player in the German-speaking premium TV advertising market. Sky Media Germany was the first market outside the UK to launch AdSmart, Sky's proprietary addressable TV advertising technology, which went live in February 2019. AdSmart enables advertisers to deliver targeted, household-level advertising to Sky subscribers based on demographic, geographic, and behavioral data — replacing the traditional broadcast spot with a personalized ad without disrupting the viewer experience. This capability places Sky Media Germany at the forefront of the transition from traditional linear TV advertising to data-driven, targeted TV advertising in the DACH region. In the programmatic and connected TV (CTV) space, Sky Media Germany has expanded its partnerships to include demand-side platforms such as StackAdapt, with a programmatic CTV partnership announced in March 2025. This reflects the company's broader strategy to make its premium inventory accessible through automated buying channels, bridging the gap between traditional TV ad sales and modern programmatic advertising infrastructure. Sky Media Germany competes with other major German TV ad marketers including IP Deutschland (RTL Group) and SevenOne Media (ProSiebenSat.1).
Business model
Media Sales / Ad Marketplace
Target market
Enterprise
What they offer
AdSmart DE
Addressable TV advertising platform enabling household-level targeted ad delivery across Sky Q set-top boxes in Germany and Austria, first launched outside the UK in February 2019.
Linear TV Advertising
Traditional spot advertising across Sky Deutschland's portfolio of linear pay-TV channels including Sky Sport, Sky Cinema, and Sky Atlantic.
WOW Streaming Advertising
Advertising inventory within the WOW (formerly Sky Ticket) streaming platform, targeting cord-cutters and streaming-first audiences.
Sky Q Advertising
Advertising solutions delivered through the Sky Q connected set-top box platform, enabling interactive and data-enhanced ad formats.
Programmatic CTV
Automated programmatic buying of Sky's CTV inventory through DSP partnerships including StackAdapt, enabling data-driven campaign execution at scale.
Sky Media Austria
Extension of Sky Media's ad marketing remit to cover Sky Austria inventory, providing cross-market DACH advertising packages.
Key features
Use cases
Customer segments
Tech & specs
Technology stack
Security & compliance
Deployment
API
Limited
- 2000Founded