A newage media report states that Sky has released its new WML ad templates to third parties and started accrediting tools for creating iTV campaigns based on them.

Digital TV sales house IDS is also expected to agree terms to take on Sky's WML browser in the next few weeks and ITV is tipped to be on the verge of a similar announcement.

The report states that a combination of these moves will let broadcasters and agencies offer clients identical iTV ad pushes across an unprecedented number of digital satellite channels, as well as cable further down the line.

Media independent Carat has developed a campaign wherein Nivea will become the first advertiser to deploy an iTV ad based on the new WML templates, which include functionality giving marketers more data capture options than was possible before.

The campaign was developed by Sky Interactive using technology from Press Red. The firm's BlackBox Designer ad creation tool effectively becomes the first of several likely to be approved by Sky in coming weeks.

Tools from ChannelBay, NDS, Press Red and Tamblin are now being assessed by both Sky and IDS, which is also preparing to make its own approvals (NMA 1 May).

Sources close to the broadcaster say it'll also adopt WML, paving the way for advertisers to go live with campaigns on Sky, IDS and ITV.

Sky Interactive director of interactive services Will Harding was quoted as saying that the intention is to allow companies to publish iTV ads once for all broadcasters and all platforms.