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DirecTV draws a bead on targeted advertising

Wed, 06/17/2009 - 8:45am
Mike Robuck

Move over Canoe Ventures, you have competition in the targeted advertising sector now that DirecTV has teamed up with Invidi Technologies for an addressable advertising platform that is slated to go live in 2011.

With software from Invidi, DirecTV will be able to target geographic regions of its subscribers by using information from their set-top boxes, according to a story in The Wall Street Journal.

By targeting specific viewers, advertisers can benefit from delivering the right ad to the right viewer at the right time.

Canoe Ventures, which is a joint venture by Comcast, Time Warner Cable, Cox Communications, Cablevision and Bright House Networks, has plans in place to launch addressable advertising initiatives.

More Broadband Direct 06/17/09:
•  Comcast gears up for digital upgrades in New Jersey
•  Genachowski sailing through nomination process
•  Comcast shows IPv6 readiness at conference
•  U.S. Trustee objects to Charter bankruptcy plan
•  DirecTV draws a bead on targeted advertising
•  Rentrak, Concurrent join forces on three-screen video analytics
•  Comcast's new debt given investment grade rating
•  IPTV growing; broadband too
•  Research: Consumers prefer Internet over cell phones, cable 
•  Reception problems linger after DTV transition
•  Startup taps Alvarion for its rural WiMAX network
•  Adobe Systems posts drop in Q2 profit, sales
•  Attempted Iran media clampdown meets Internet age
•  Broadband Briefs for 06/17/09

 

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