British Sky Broadcasting has signed the services of video technology company FreeWheel in order to serve mobile ads to its customers.
Sky will use FreeWheels Monetization Rights Management (MRM) product to deliver advertising to mobile devices. The announcement comes as FreeWheel opens its expansion into the UK market with the opening of an office in London.
“FreeWheels technology and infrastructure offers not only the capabilities that our video advertising business requires today, but also other features that will help maintain our position in the future, such as its strength in mobile video ad serving and ability to manage multiple media platforms,” says Tim Hussain, head of platform development and partnerships at Sky. 
Doug Knopper, co-founder and co-CEO at FreeWheel says: “Robust video ad management infrastructure is critical as more and more consumers access media content through their mobile devices and as more of these devices hit the market. Sky invests heavily in its programming, and FreeWheels technology empowers Sky to make the most of its content across the range of platforms and devices on which it has a presence.”
Sky isnt FreeWheels first big media client – the company has also provided solutions to ESPN, Discovery International, and Warner Music. Skys first division to use the FreeWheel MRM to deliver ads went live in March 2011.
