Star Sports and Tata Play partner for addressable ads during IPL

Delhi: Star Sports, the official broadcaster of Tata Indian Premier League (IPL), has announced an association with Tata Play, a DTH operator. This collaboration aims to provide advertisers with access to audiences in metro cities. 

Ajit Varghese, Head – Network Advertising Sales at Disney Star, said, "We are thrilled to join forces with Tata Play in revolutionizing the way advertisers engage with audiences during live sports broadcast, raising the bar for industry standards. The convergence of the largest DTH provider and the biggest TV network presents a significant advantage for advertisers. Tata Play’s affluent viewer-base in metropolitan areas, coupled with the precision in reaching these audiences, unlocks exciting advertising opportunity on the grand stage of IPL on Star Sports.”

 Harit Nagpal, Managing Director and CEO, Tata Play, said, “Addressable Ads capability for unconnected boxes is a groundbreaking global first in Pay TV that will be introduced for the first time on live sports during Tata IPL. Our association with Disney Star has brought this to life and provided advertisers with opportunities never before. With this initiative, brands can now achieve even sharper targeting on live TV, setting a new standard for advertising effectiveness on linear TV.”

Tata Play has partnered with INVIDI and TAM for this initiative. While INVIDI will manage the tech aspect of addressable ads, TAM will facilitate audience measurement and monitoring.