Read this: What Sky knows about you, and what they can do about it | BitterWallet

Summary: For example, do we ever consider there are companies that aggregate our information in order to profile us All very sinister and paranoid, but then Sky isnt making any bones about what theyre up to. Yesterday customers received an email about changes to the Sky Player terms and conditions the changes primarily focused on a new contextual advertising system called AdSmart, which was announced in September with little fanfare. - bitterwallet.com