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Invidi platform aims to put ads on target

Fri, 03/02/2007 - 6:24am
Jeff Baumgartner, CED

Invidi Technologies Corp. has launched an advertising system designed to deliver targeted, addressable TV spots via cable, satellite and IPTV platforms.

Invidi's offering, dubbed "Advertising Decision System" (ADS), can work in tandem with its "Advatar" set-top-based ad-insertion application. That app, the company announced last October, was demonstrated to run on Motorola and Scientific Atlanta set-tops at an eTV (enhanced television) interop at CableLabs.

The ADS platform determines which ads to run based on "privacy-based" subscriber data, third-party databases and criteria set by advertisers. The company said its system can be leveraged for both linear and on-demand video.

Princeton, N.J.-based Invidi secured a $16 million "B" round of funding in March 2005 led by InterWest Partners. At the time, Invidi said it had raised a total of $28 million over a span of 14 months. The company was founded in 2000. 

Bruce Anderson, Invidi's CTO and COO, said the company is within a couple of months of its first launch with a yet-to-be-disclosed cable operator.

More details about Invidi and its approach to targeted advertising will be covered in next week's edition of xOD Capsule, CED's weekly electronic newsletter on iTV and VOD.

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