According to "TVBEurope"...here...

"The BBC and Sky have agreed a new partnership which includes the launch of the iPlayer app and the red button on Sky Q."...

and

"They are also “in early stage exploration” of the possibility of the BBC using PromoSmart, powered by Sky’s targeting technology AdSmart, to serve up more personalised promotional content to BBC viewers. This would mean viewers in different households could be shown different trailers for BBC content that are more relevant to their interests during the breaks between programmes when watching live BBC channels."