Invidi Technologies and Experian have allied with each other to collaborate on projects that will leverage their complementary technologies, targeting companies looking to analyze the effectiveness of their advertising operations.

Invidi specializes in advanced addressable advertising solutions for television, while Experian has global reach as a services information company.

Service providers could benefit, Invidi said, by being able to monetize more of their advertising inventory by aggregating audiences across various program sources, as well as sending many different spots to the audience watching a single program.

Invidi CEO David Downey said, “Not only will advertisers learn what is working, but they will also learn what is ineffective and be able to use that information to improve future campaign performance.”