Zapr Media Labs, a media-tech startup that provides granular TV viewership data, has announced a partnership with PubMatic, a sell-side platform that delivers outcomes for digital advertising, to make its audience data segments available across PubMatic’s publisher network in India.
Zapr uses proprietary audio content recognition (ACR) technology to understand content consumption across TV and digital media for an audience of over 200 million users across India. Zapr’s deterministic profiling of audiences allows for more granular audience segmentation and targeting.
According to a statement, “The partnership will enable media buyers to build integrated TV and digital plans by leveraging Zapr’s rich audience segments across all digital screens and channels — including mobile, connected TV, and the open web — on PubMatic’s premium inventory. The direct integration, via PubMatic’s Audience Encore, allows buyers to activate data at the supply level.”
‘”With Zapr data available through PubMatic’s Audience Encore, our clients can expand their media campaigns and reach new, highly targeted audiences”, said Amit Yadav, Country Manager, South Asia at PubMatic. “The current festive season and IPL are a great time for brands to engage with consumers – this partnership provides an exciting opportunity to connect the dots between both TV and digital screens to drive better return on investment for advertisers.”
Arya has been a part of the Content & Research Team at Hrnxt.com. She is a keen observer of economic developments, emerging businesses, people in business and keeps a tab on latest happenings in the business environment.