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Discovery acquires assets of ad-tech start-up AdSparx

The acquisition brings expertise and key capabilities in video platform engineering and will allow for the delivery of personalised and contextual ads for a seamless consumer experience

Discovery, which deals in real-life entertainment, has announced that it has acquired the assets of AdSparx, the ad-tech start-up offering a cloud-based technology platform that provides server side in-stream dynamic ad insertion (DAI) across live and on-demand streaming. 

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As a part of acquisition of assets of AdSparx, Discovery will also on-board employees of Novix Media Technologies based in Pune. Novix Media Technologies work with AdSparx on their DAI platform and have a strong team of engineers that includes Software Engineers, QA, DevOps and Support engineers. 

The acquisition brings expertise and key capabilities in video platform engineering and will allow for the delivery of personalised and contextual ads for a seamless consumer experience on its expanding base of direct-to-consumer offerings globally.

“This acquisition is part of a larger strategy to develop a robust portfolio of digital products, as we continue to scale up our DTC proposition with locally relevant video experiences in key international markets,” said, Avi Saxena, CTO, Global Digital, Discovery.

“We are delighted to expand our footprint in India with a strong technology organisation and view the country as an emerging key development hub in the future for our global D2C portfolio.”

Discovery plans to utilise AdSparx’s DAI solution to deliver personalised virtual linear channels tailored to the needs of every viewer’s interest and background for an engaging and entertaining experience. 

Discovery serves audience, around the world with content that inspires, informs and entertains. Discovery delivers over 8,000 hours of original programming each year.

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