DirecTV draws a bead on targeted advertising
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.