New Delhi, Nov. 4 -- Zee 5 has partnered with audience intelligence company Saptharushi to launch the Zee 5 Audience Platform (ZAP), a new advertising technology platform that combines viewing insights with consented behavioral and transactional data to help brands build more precise audience segments.

The platform aims to move advertisers beyond conventional demographic targeting by allowing them to identify audiences based on viewing preferences, purchase behavior and category-specific interests. The collaboration also introduces a privacy-first data collaboration model that enables participating partners to share insights without transferring underlying customer data.

ZAP brings together Zee 5's understanding of audience engagement a...