American pay television network and flagship channel Discovery on Wednesday announced that it has acquired the assets, technology and intellectual property of ZEDO, an Indian and United Stated-based advertising technology company.

“The acquisition will bring ZEDO’s technology in-house and enable faster innovation across Discovery’s ad solution,” reported by The Hindu Newspaper.

With this acquisition, Discovery will have access to key ad technology platform capabilities, including a Supply-Side Platform (SSP) and Real-Time Bidding (RTB) capabilities, which will enhance its global direct-to-consumer (DTC) platforms, improve the consumer experience and drive monetization. As part of the acquisition, Discovery will also onboard employees of ZEDO based in India and the United States.

Commenting on the acquisition, Sudheer Sirivara, EVP, DTC – Global Technology, Discovery Inc. said, “This deal will bring the Discovery and ZEDO teams together to enhance the overall consumer ad experience, as well as help push innovation by integrating ZEDO’s capabilities with our global direct-to-consumer platform.”

“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 added.

Roy de Souza, CEO and Co-Founder, ZEDO said, “Discovery entered the streaming space with the lunch of discovery+ and quickly became an industry leader.”

“With the acquisition of ZEDO’s assets, Discovery will have its 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,” Roy added.

The ZEDO asset acquisition builds on Discovery’s acquisition of AdSparx’s assets in 2020, bringing Server-Side-Ad-Insertion (SSAI) capability to Discovery’s global tech platform. It will further enhance its video and ad experiences by combining ZEDO’s technology with Discovery’s SSAI and global video platform.