Faultline has long suspected that MENA media firm OSN (Orbit Showtime Network) was quietly sourcing addressable advertising technology from UK software provider Synamedia, as part of an advanced collaborative targeting initiative. This week, the fruits of this relationship have been unveiled, with OSN introducing a connected TV advertising proposition driven by Synamedia Iris to enable targeted advertising across linear channels. Back in Q3 2023, we learned about OSN’s proof of concept project involving client-side ad insertion on a linear TV channel using Google’s Common Broadcast Stack. Given Synamedia’s involvement in the launch of OSN’s hybrid Android TV device, Bridge Box, the integration of Iris technology seemed inevitable. OSNtv is an Android TV Operator Tier platform powered by Tata Elxsi, which…