Discovery acquires assets of ad-tech start-up AdSparx


Discovery plans to utilize the dynamic ad insertion solution of AdSparx to deliver personalised virtual linear channels to enhance viewer experience.

Discovery, Inc has announced that it has acquired the assets of AdSparx, an ad-tech start-up offering a cloud-based technology platform that provides server-side in-stream dynamic ad insertion (DAI) across live and on-demand streaming. As a part of the acquisition of assets of AdSparx, Discovery shall also onboard employees of Novix Media Technologies based out of Pune, India. Novix Media Technologies work with AdSparx on their DAI platform and have a strong team of engineers that includes Software Engineers, QA, DevOps and Support engineers.

The acquisition brings expertise and key capabilities in video platform engineering and will allow for the delivery of personalized and contextual ads for a seamless consumer experience on its expanding base of direct-to-consumer offerings globally.

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“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,” said, Avi Saxena, CTO, Global Digital, Discovery. “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 D2C portfolio.”

Discovery also plans to utilize AdSparx’s DAI solution to deliver personalized virtual linear channels that are tailored to the needs of every viewer’s interest and background for an engaging and entertaining experience.



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Media Samosa is an online publication reporting trends, insights and breaking stories on various verticals of media marketing.


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