US video technology provider Kaltura has formed a strategic partnership with US TV data consulting company Dativa to develop the industry’s first data lake dedicated to cloud TV services.
The data infrastructure, based on Dativa’s skills, toolset and understanding, will grant TV marketers using the Kaltura TV platform access to insights and the ability to act on those insights with targeted offerings, according to the companies.
The TV data lake imports data from multiple data sources, which are unified and normalised and turned into insights for marketers; they are used to create targeted TV AI-based user segmentation models. The data lake will feature not only Kaltura data, but multiple pre-integrated TV centric 3rd party data sources.
Dativa will also work with Kaltura to develop out-of-the-box machine learning models that can help cloud TV service providers optimise user acquisition and retention, increase content consumption and monetisation.
“We’re delighted to be helping Kaltura deliver the promise of data-driven TV to its customer base,” said Tom Weiss, co-founder, chief data scientist and CTO at Dativa. “The ability to harness and use data to succeed should not be the preserve of large companies with big data science teams. But it is often difficult to find skilled, knowledgeable data science and engineering resources with the know-how needed to effectively and quickly implement new data-driven strategies. We see enormous value in technology companies like Kaltura bringing these competencies to their customers.”
Shay David, Kaltura president and general manager, media and telecom, added: “We are very excited to partner with Dativa and enjoy their extensive TV and data expertise to build our cloud TV data lake. In today’s crowded industry, media companies and service providers are fighting to gain more eyeballs, but even more so to retain them. The winners will be those that provide their users with the most fitting service, content and user experience, at the right price point.”