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ZEE5 has joined hands with data specialist Saptharushi to introduce the ZEE5 Audience Platform (ZAP). The new platform is designed to help the streaming service improve its advertising and reach the right audiences.
Through this platform, brands can identify groups of viewers who are more likely to be interested in their products. It uses ZEE5's viewing data along with consumer behaviour and purchase information shared by partner networks with user consent.
The platform offers advertisers more choices than traditional advertising, which usually targets people based on general details such as age and location. With ZAP, brands can create audience groups based on the products they offer and the results they want from their campaigns. They can then show relevant advertisements to these selected groups across ZEE5's shows, movies and other content.
Privacy protection is a central part of its operating model. ZAP uses federated data collaboration, which allows raw consumer information to stay within the original partner's systems. The data is not transferred to a shared central database.
The platform uses secure digital queries to study the required information without sharing personal data between partners. This system is designed to follow India's Digital Personal Data Protection (DPDP) Act and ensure that users' privacy and consent are protected.
The partnership will also bring new advertising options beyond regular video ads. These include advertisements created jointly with brands to measure viewer attention and loyalty rewards that encourage people to interact more with the content and participating brands. Sports broadcasts and premium programming will be key areas for these engagement formats. The initiative is intended to give advertisers more ways to connect with viewers and assess campaign performance.
ZEE5 offers a multilingual content library covering regional cinema across seven languages, original shows, sports and children's programming. Its Free 5 service also provides free, ad-supported streaming. Through ZAP, the platform aims to combine its diverse content inventory with more targeted advertising capabilities. The partnership reflects the growing role of privacy-focused audience data in India's digital advertising market.
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