Discovery said on Tuesday that it has acquired the assets of AdSparx, an advertising technology start-up offering a cloud-based platform that provides dynamic ad insertion across live and on-demand streaming.
Financial terms weren’t disclosed. “The acquisition brings expertise and key capabilities in video platform engineering and will allow for the delivery of personalized and contextual ads for a seamless consumer experience on its expanding base of direct-to-consumer offerings globally,” Discovery said.
“This acquisition is part of a larger strategy to develop a robust portfolio of digital products, as we continue to scale up our direct-to-consumer proposition with locally relevant video experiences in key international markets,” said, Avi Saxena, chief technology officer, global digital at Discovery.
As part of the acquisition of AdSparx, Discovery will also bring on board employees of Novix Media Technologies based out of Pune, India, which works with AdSparx on its platform and has “a strong team of engineers,” according to Discovery. “We are also delighted to expand our footprint in India with a strong technology organization and view the country as an emerging key development hub in the future for our global direct-to-consumer portfolio,” said Saxena.
Discovery also plans to utilize AdSparx’s solution “to deliver personalized virtual linear channels that are tailored to the needs of every viewer’s interest and background for an engaging and entertaining experience.”
AdSparx on its website says its platform allows for hyper-personalized video advertising and revenue optimization.
