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The Guardian - UK

Business

Mark Sweney

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

Channel 4 Sky Facebook United Kingdom Google Meta

ky website homepage. — Sky, Channel 4 and ITV believe there is a multibillion-pound opportunity to target the smaller businesses that focus on Facebook and YouTube for advertising. Photograph: Casimiro/Alamy

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.

The project is an attempt to break big tech’s stranglehold over the UK’s £45bn ad market.

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