Monday, March 6, 2017

Star India picks minority stake in Zapr



Star India has picked up a minor stake in media tech startup Zapr. Zapr owns a proprietary technology that analyses television viewership with the help of audio recognition tool. Zapr provides targeted digital analytics and insights into offline consumption behaviour and Star India’s OTT platform Hotstar will join forces with Zapr to build a deeper understanding of mobile audiences.

Also see: Infibeam acquired cloud ERP solutions provider DRC Systems

Ajit Mohan, CEO at Hotstar said Advertisers are realising how powerful this combination is, but we want to offer more. We ask ourselves, can we move beyond boxing consumers in traditional demographics of age and gender? Can we offer them content and advertisements in a more personalised manner? That is where partnership with Zapr comes in.



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