JioHotstar has partnered with adtech platform VDO.AI to introduce real-time contextual advertising capabilities across its Connected TV (CTV) and over-the-top (OTT) streaming ecosystem.
The collaboration is designed to enable brands to deliver more personalised and relevant advertisements by dynamically adapting creative content based on live contextual signals such as weather conditions, air quality, sports scores, location and other real-time data.
Under the partnership, VDO.AI’s Dynamic Creative Optimisation (DCO) engine will be integrated with JioHotstar’s premium streaming platform. The technology allows advertisers to automatically modify elements of an advertisement, including visuals, messaging, offers and calls-to-action, during a campaign without creating multiple versions of the same creative. Instead, advertisements can be updated in real time based on external data feeds and viewer context.
For example, an air-conditioner brand can display local temperatures and customised offers based on the viewer’s city, while a food delivery company can promote products based on weather conditions or the progress of a live sporting event. During live sports broadcasts, advertisers can also tailor messaging to match key match moments, scores or player performances, making campaigns more engaging and contextually relevant.
According to the companies, the partnership is intended to improve advertising effectiveness while helping brands maximise returns on premium streaming inventory. By combining contextual intelligence with dynamic creative optimisation, advertisers can enhance audience engagement without relying solely on third-party cookies or conventional audience targeting methods.
Several brands have already deployed VDO.AI’s technology across premium digital campaigns, and the company has demonstrated the effectiveness of contextual advertising in sectors including consumer electronics, automotive and home appliances. The collaboration with JioHotstar significantly expands the scale of those capabilities by bringing them to one of India’s largest streaming platforms, particularly across live sports and premium entertainment content.
The partnership also aligns with JioHotstar’s broader strategy of developing AI-driven advertising solutions. In recent months, the platform has introduced commerce signal-led advertising capabilities and expanded its suite of data-driven marketing products, reflecting a growing focus on helping advertisers reach high-intent audiences through premium digital content.
