Using demographic data generated by households opting in to receive targeted advertising, Sky would be able to push toy ads to families, or beauty products to young women.
The ads would be swapped into programme breaks from a vault of ads stored on the Sky Plus PVR box.
Targeted ads are described by Procter & Gamble marketing director Roisin Donnelly as her ‘greatest wish' for TV.
But the move would result in significant challenge for the existing media trading model.
MediaCom's head of broadcast implementation Rhys McLachlan said: ‘It would make us re-evaluate the TV trading mechanics. We would need to be able to measure the impacts. But we only pay for the eyeballs we get so we are all in favour of making TV sharp and accountable.'
Speaking at the Thinkbox Televisionaries event, Sky Media managing director Nick Milligan said broadcasters needed to ‘find new models or we won't be here'. He claimed people would opt in to ‘quality advertising'.
Broadcasters, such as ITV or Channel 4, would be offered the option of targeted ad functionality on Sky. However, targeted ads would not be effective in a peak time ad break with mass appeal such as during ITV's X Factor.
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