Sky has taken control of its mobile inventory, and will sell mobile ads around its content across T-Mobile and Vodafone portals, to give advertisers a "single buying point on Sky." The pay-TV provider's recently appointed head of mobile Tim Hussain told NMA that the deal with the two operators meant that advertisers could "buy a Sky customer wherever that customer is." Sky, which rolls out its first ads this week from advertisers Fiat and Addidas, is also trying to hash out deals with O2, Orange and Three.

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