Digital advertising network Amagi has tied-up with Sun TV Network Limited to add Sun TV’s HD channels to its list of channels offering targeted advertising solutions. These channels are: Sun TV HD, KTV HD, Sun Music HD, Gemini TV HD, Gemini Movies HD, Gemini Music HD, Udaya TV HD and Surya TV HD. These will be added to the inventory of channels offered by Amagi to advertisers across India. As per the deal, Amagi will retain a percentage of the ad revenue generated. The company did not disclose the exact percentage.

Unlike Amagi’s geo-targeted advertising solution, where viewers from different regions get to watch different TVCs based on location, in this case Sun TV’s HD feed will be separated from the SD (Standard Definition) feed, and monetised.

Amagi’s geo-targeted advertising solutions allows for ads to be replaced on the common satellite or fiber feeds depending on the region being targeted, thereby eliminating the need for separate feeds for each region. Currently, Amagi offers geo-targeted advertising solutions in 23 channels across 26 markets in India. In India, Amagi works with broadcasters like Zee Network, TV18 Group and Times Group among others.

In April last year, Amagi launched a new ad insertion platform called Thunderstorm that delivers targeted advertising for premium live sports and news feeds. It allows TV networks to insert ads on the server side as opposed to the traditional client-side insertion. Thunderstrom essentially allows TV networks to ensure that ads aired with their content on apps can’t be skipped by the viewer.

Amagi funding: In December last year, Amagi raised $35 million in a series D round of funding led by Emerald Media for a significant minority stake, with participation from existing investor Premji Invest. The company used the funds for expanding its targeted advertising platforms globally, entering new international markets including the UK, US and Singapore, for its cloud-based managed broadcast services, and to introduce new products for TV broadcasters and over-the-top (OTT) networks.