Sky, ITV and Channel 4 join forces in fightback against big tech’s ad market dominance

<p>The TV streamers are pooling their advertising services to make it easier for small companies to run campaigns</p><p>Sky, ITV and Channel 4 are to fight back against the social media companies Facebook and YouTube by pooling their streaming advertising services to make it easier and more affordable for millions of small businesses to run ad campaigns.</p><p>The project is an attempt to <a href="https://www.theguardian.com/technology/2025/jun/02/facebook-instagram-meta-ai-ad-media-advertising">break big tech’s stranglehold</a> over the UK’s £45bn ad market.</p> <a href="https://www.theguardian.com/media/2025/jun/17/sky-itv-channel-4-join-forces-break-big-tech-ad-market-dominance">Continue reading...</a>