Buying the awkward channels, answered in full.

Not through AdBuyMCP, and not in the way a digital platform means it. Sky AdSmart supports advertiser-matched audiences through the sales house under its own data terms, but AdBuyMCP has no account-list or CRM ingestion at all, so what it compiles is a semantic audience — sector, seniority, affluence, geography — into household attributes. If matching a named list is the whole requirement, that is a conversation with the sales house rather than a plan we can build today.

Because you are buying a smaller, selected universe rather than a share of a mass audience, and because the selection has to be built by the sales house against attributes it holds. The cost of that is process: a minimum burst rather than a minimum weight, a booking made by a person, clearance before scheduling, and a delivery statement rather than a report you can pull. The trade is real, and it is why a fortnight of lead time is the number to plan against rather than the media availability.

No, and this is the single most common misreading of an addressable plan. An attribute says the household over-indexes on something — occupation, income, life stage — against the general population. The person in front of the television at the moment your ad plays may be anyone in the house, which is exactly why the fidelity score is 55 and graded household rather than person, and why a B2B brief on this channel carries a warning saying so on the plan itself.

It can buy screens in places where business decision makers are disproportionately present, at hours when they are there. That is a statement about a place and a time, and it is a legitimate way to reach a business audience. It is not targeting a person, and any proposal that describes it as though a screen knows who is in front of it is describing something that does not exist. AdBuyMCP grades the whole channel 50 out of 100 at geo-cohort level for exactly this reason, and the score does not move.

No. You need it to make audience-index claims about specific screens. Without it you can still select by venue type, by polygon and by daypart, which covers most of what a plan actually needs, and you can still buy through the exchanges. What changes is the language on the plan: you describe the place and the hours rather than an audience percentage, and the claim you make afterwards is correspondingly smaller and correspondingly defensible.

Because the vendor APIs target specific numeric unit identifiers and there is no verified translation from venue types and postcode polygons into those identifiers. Producing one would mean matching a semantic venue class against a vendor's own inventory taxonomy and trusting the result enough to spend money on it. Until that translation is contract-tested against a live catalogue, activation requires hand-picked units, and this site describes the rail as built rather than as live.

Not directly, and nobody can. What you can buy are consent-chained business segments built from job-title and intent data and delivered against streaming households. AdBuyMCP grades that person-level and scores it 85 out of 100 when the match is strong, which is the honest description of a very good proxy rather than of an exact match. A television has no idea who is in front of it.

It depends on your contract value and your patience. At high contract values the waste is affordable and the incremental reach is the point; at low ones it is not. The useful discipline is to decide in advance what evidence would justify a second campaign, because a B2B surround strategy judged on last-click after four weeks will always look like a failure regardless of whether it worked.

For a launch, often. For ongoing performance, usually not. Cinema is bought in weekly bursts against a venue list and rewards concentration — the same money spread thinly across a region produces too few admissions in any one catchment to register. The plan floor here is £500 a week for that reason, and a two-week regional burst is the smallest shape that does anything.