Virgin Media TV subscribers could soon benefit from more targeted advertising.
According to the Telegraph, the company is in discussions with Sky to join its Adsmart targeted advertising network.
This would mean TV advertisers would be able to target ads more effectively, based on criteria such as their demographic group, income and geographical location.
Adsmart replaces standard commercial breaks on participating channels, with a household's broadband connection used to deliver targeted ads instead to set-top boxes.
Consumers are used to seeing targeted ads on other platforms such as Google and Facebook.
As a result, this could make commercial breaks in TV programmes more meaningful to viewers and potentially point them towards brands they would otherwise have overlooked, including small businesses in their area.
The Telegraph understands that Sky and Virgin Media are in "advanced discussions" over a possible partnership, which would bring an extra 3.7 million homes to the Adsmart network.
However, no official comment on the supposed deal has yet been made by either company.