Humans Not Robots and Ad Signal Partner to Redefine Intelligence in Media Technology

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.

Nick Pearce, CRO of Ad Signal, commented: “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."

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 Humans Not Robots, or visit Ad Signal at stand 6.C28b at IBC2025 to learn more.

About Humans Not Robots (HNR)

HNR is a trailblazing provider of sustainable media technology solutions, helping businesses reduce carbon emissions and costs from their technology footprint. Its flagship offering, HNR to ZERO, is an advanced analytics platform designed to help data-heavy companies optimise their technology operations for more sustainable and efficient business practices. The platform delivers operational and financial observability across an organisation's digital infrastructure, enabling businesses to measure and better understand their power usage, costs, and time. With HNR to ZERO, companies across industries, including media, gain actionable insights and forecasting data to comply with sustainability reporting mandates and ESG governance. Learn more at www.humansnotrobots.com

For press inquiries, please contact:

Kristan Bullett, CEO – Humans Not Robots  

Email: kristan@humansnotrobots.com    

Phone: +44 (0)7899 795937

About Ad Signal

Ad Signal was founded to address the need for fast, accurate and independent linear advertising tracking, which we did with our Assure product that now provides the UK with overnight spot data on behalf of Barb.  

However, we have become so much more than that.

Our sustainable fingerprinting technology now underpins a suite of products designed to deeply understand the content you hold, saving cost and carbon in the process.

For press inquiries, please contact:

Laura Light, Marketing Director (She/Her) - Five Twelve Marketing

Email: laura@fivetwelve.marketing

Phone: +44 (0)7441345871