Collaboration to drive sustainability and savings through streamlined infrastructure and content optimisation
York, UK, 3rd September, 2025 – Humans Not Robots, (HNR), a pioneering supplier of sustainable media technology solutions, and Ad Signal, a SaaS provider of content intelligence for the media and entertainment industry, have forged a strategic partnership aimed at reducing the environmental impact of media operations while improving content efficiency, storage optimisation, and audience measurement.
The collaboration unites HNR’s sustainability-led observability platform, HNR to ZERO, with Ad Signal’s patented fingerprinting technology for identifying duplicate video content. This integrated approach delivers clients measurable cost savings, improved operational efficiency, and a more sustainable method of managing media and entertainment assets.
“The synergy between HNR and Ad Signal represents a leap forward in delivering sustainable solutions for companies in the media and entertainment industry, providing both operational benefits and cost savings,” stated Kristan Bullett, CEO at HNR. “By combining HNR’s measurement and analytics capabilities with Ad Signal’s platform, we can clearly articulate the significant savings that Ad Signal can achieve for their customers, both collaboratively and independently. This highly strategic collaboration aligns with our shared mission to drive sustainability and efficiency across the sector.”
Technology Innovations that Deliver Sustainable Impact
The partnership between Ad Signal and HNR will deliver business benefits in three core areas:
- Environmental Impact Reduction: Ad Signal will harness the HNR to ZERO platform to assess and minimise its environmental footprint, alongside that of its clients. By analysing infrastructure such as AWS EC2, Lambda, and S3 bucket usage, HNR’s platform will ensure Ad Signal’s content matching and storage tools operate at peak efficiency, helping media companies streamline processes and eliminate unnecessary storage.
- Advanced Storage and Content Matching: HNR will integrate Ad Signal’s flagship fingerprinting and deduplication tool, Match, into their AI-powered analytics platform, HNR to ZERO. This will provide clients with robust solutions for deduplicating content libraries and optimising storage. Advanced content matching and storage rationalisation features will enable smarter resource use across organisations.
- Enhanced Partner Ecosystem: Through this alliance, Ad Signal and HNR will offer innovative solutions for audience measurement and content analysis, including IP-based measurement for UK systems like BARB, and computer vision tools that compare keyframes across content versions to support more intelligent media management.
“At Ad Signal, we help organisations reduce the environmental impact and operational cost of media assets, without compromising on quality or control. The partnership with HNR will enable us to better address industry inefficiencies and meet the growing demand for sustainable media technology. Together, we’re setting new standards for environmental responsibility in media and entertainment.”
Nick Pearce, CRO of Ad Signal
The partnership will officially launch at IBC2025 in Amsterdam. Industry professionals are invited to meet with both teams to discover how their joint solutions are redefining media efficiency and sustainability.
Book a meeting with Ad Signal or visit stand 6.C28b at IBC2025 to learn more.