Zenterio believes that data analytics and interactive advertising are areas of the TV industry where there are major business opportunities as they are currently underdeveloped and lack the measurability that advertisers have grown accustomed to. It also believes that providing the data analytics and advertising solutions as separate entities also means that the sales cycle will be much shorter.

“We are confident that the investment in [the Adscribe] analytics software and advertising proposition will help create additional value for the pay-TV operator,” said CEO Jörgen Nilsson. “The Adscribe solutions provide TV operators with the data driven insights that they need to be able to offer an improved consumer experience.”

For its part, Adscribe said it was “very excited” to strengthen its relationship with Zenterio, and that the move was consistent with the firm’s goal to help operators effectively measure and monetise their platforms. “Access to Zenterio’s customers and partners gives us a global reach that would be difficult to achieve in isolation, and with our products already deeply integrated into the Zenterio OS, we can allow operators to make money more quickly”, said Adscribe CEO Donal O’Connor. “By collecting, analysing and breaking down consumer data into key insights, TV operators will be able to get to know their subscribers in a whole new way. They will also have the opportunity of monetising that knowledge, as well as adding new services and more relevant content and ads that will increase customer loyalty.