Discovery picks up AdSparx assets

Discovery has said that it has acquired assets of ad-tech firm AdSparx.

The start-up promises to offer “a cloud-based technology platform that provides server side in-stream dynamic ad insertion (DAI) across live and on-demand streaming.”

Discovery also said that, as part of the acquisition, it will onboard employees of Novix Media Technologies based out of Pune, India. Novix Media Technologies, it said, works with AdSparx on the DAI platform and has “a strong team of engineers that includes Software Engineers, QA, DevOps and Support Engineers.”

Discovery hopes that the acquisition will bring it “expertise and key capabilities in video platform engineering,” with an aim to incorporate personalised and contextual ads within its DTC offerings.

It also said that AdSparx DAI tech would be used for the delivery of personalised virtual linear channels.

Avi Saxena, CTO, global digital, 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 DTC proposition with locally relevant video experiences in key international markets.

“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 DTC portfolio.”