Discovery has announced the acquisition rights for Zedo, an advertising technology company that operates in India and the United States.
These offerings aim to enhance the network's global direct-to-consumer (DTC) platforms, to improve consumer experience and drive monetisation.
It will provide Discovery with advertising technology platform capabilities, such as a Supply-Side Platform (SSP) and Real Time Bidding (RTB).
Discovery will hold the company's assets, including its technological and intellectual properties. Further, the network's advertising solutions will be able to access Zedo's in-house technology and innovation offerings.
Sudheer Sirivara, EVP, DTC - global technology, Discovery, said, "This deal will bring the Discovery and Zedo teams together to enhance the overall consumer ad experience. It will help push innovation by integrating Zedo’s capabilities with our global direct-to-consumer platform. We are excited to welcome the Zedo team to the rapidly growing technology presence in our India Development Center, which is a strategic priority for us to build talent and expertise across the country to help scale globally.”
Roy de Souza, CEO and co-founder, Zedo, added, "Discovery entered the streaming space with the launch of discovery+ and quickly became an industry leader. With the acquisition of Zedo, Discovery will have its own proprietary RTB platform and SSP to sell advertising programmatically. Discovery’s advertisers will soon have one place to buy advertising on a high-quality set of streaming platforms and reach Discovery’s vast global audiences.”