The assets, technology, and intellectual property of ZEDO, an advertising technology business established in both the United States and India, have been procured by the factual entertainment behemoth Discovery. The acquisition will integrate ZEDO’s technology in-house, allowing Discovery’s ad solutions to innovate more quickly.
This transaction adds significant ad technology platform functionalities to Discovery’s worldwide direct-to-consumer (DTC) platforms, such as a Supply-Side Platform (SSP) and Real-Time Bidding (RTB), which enhances user engagement and boosts monetization. Employees from ZEDO in India and the United States will be onboarded as part of the acquisition.
Sudheer Sirivara, EVP, DTC – Global Technology, Discovery Inc. said –
“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.”
Sirivara also added that combining ZEDO’s expertise with their global direct-to-consumer platform, this arrangement will bring the Discovery and ZEDO teams together to improve the entire consumer ad experience and help promote new innovation.
Roy de Souza, CEO, and Co-Founder, ZEDO also commented –
“With the acquisition of ZEDO’s assets, Discovery will have its own proprietary Real Time Bidding (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.”
Discovery’s acquisition of ZEDO’s assets follows the acquisition of AdSparx’s assets in 2020, which added Server-Side-Ad-Insertion (SSAI) capacity to its worldwide tech platform. The integration of ZEDO’s technology with Discovery’s SSAI and global video platform will provide customers throughout the world with unrivaled video and ad experiences.