Last week, Sky, ITV, and Channel 4 announced they are joining forces to create a shared ad-buying platform aimed at small and medium-sized enterprises (SMEs). The new marketplace, set to launch in 2026, promises to make addressable TV inventory more accessible by facilitating digital-first marketers to run a unified campaign across the on-demand and streaming services of the three broadcasting platforms. Framed as a “premium video advertising marketplace”, the platform will cover inventory from Channel 4 Sales, ITV Media and Sky Media, and is powered by Comcast’s Universal Ads platform and its ad-tech subsidiary FreeWheel. This is a detail that underscores Comcast’s continued ambitions to deepen its hold on the European media landscape. Following Comcast’s acquisition of…