$5m Sharethrough investment sees Sky target ad opportunity

BSkyB is well known for its Premier League football coverage through its Sky Sports division
HUGE FTSE 100 media firm BSkyB revealed yesterday it had made a $5m (£3.1m) equity investment in Sharethrough, a San Francisco based online advertising technology company.

The investment from BSkyB was part of a round of fundraising that raised $10m for Sharethrough, which provides native advertising services, that match ad campaigns to web pages.

As part of the deal, Jamie West, deputy managing director of Sky Media, the advertising sales arm of Sky, will take a board observer position at Sharethrough, while clients of Sky Media will be offered access to Sharethrough’s software.

West said “This investment in Share­through builds on our leadership in advertising innovation, which we’ve already established with Sky AdSmart, enabling us to offer even more options to advertisers on Sky.”

In July BSkyB also invested about $400,000 in tech start-up Jaunt, following on from an previous $350,000 investment last December.

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