Zee5 has launched Zee5 Audience Platform (ZAP), an advertiser platform powered by Saptharushi, a privacy-first audience intelligence and federated data collaboration company. It blends Zee5’s viewing and engagement data with consented behavioural and transactional signals from partners, helping advertisers build cohorts around category relevance, intent and purchase behaviour.
Data stays within each partner’s environment, with collaboration enabled through consented queries rather than data transfers. Zee5 said the model aligns with India’s Digital Personal Data Protection framework. ZAP will cover Originals, movies, sports, Free 5, international entertainment and KidZ, and will also explore co-branded attention and loyalty rewards.
Tejkarran Singh Bajaj, Business Head, Zee5 India and AI & Innovation, said ZAP lets advertisers move beyond conventional demographic targeting by combining contextual viewing understanding with partner signals. Prashant Shetty, Head, Advertisement Revenue, Broadcast & Digital, ZEEL, said the platform turns insights into actionable opportunities while keeping privacy central, citing a multifold click-through uplift in Saptharushi’s earlier deployments over CRM-based campaigns.
Gowthaman Ragothaman, founder and CEO, Saptharushi, said reach is the foundation of every campaign, and the next frontier is making it addressable without anyone giving up their data. He envisions an open audience economy where publishers, data partners and brands build audiences together, each retaining control of what it owns. In his words, Zee5 brings the reach, and Saptharushi makes it addressable.
