Motorola’s  vencap arm, Motorola Ventures, has made a strategic investment in Invidi Technologies , which specializes in a key area of addressable advertising – identifying and reporting on the demographic characteristics of viewers.
The amount of the investment was not disclosed.
Invidi has a proprietary system for storing viewer demographics that can be used for addressable advertising, yet keeps viewers’ identities private and secure.
At the end of 2007, the company linked up with The Nielsen Co.  to collaborate on ad audience reporting; the relationship is non-exclusive.
William Reinisch, VP of new initiatives for the Motorola Strategy group, said, "Invidi’s core competencies in inferring end user behavior and delivering targeted advertisements are important to the evolution of addressable television advertising and advertising-supported business models."
Earlier this week, Motorola invested in Quantum SPA, an Italian company that makes portable media players and also has a mobile TV Software Engine, which meets several emerging mobile TV and digital rights management (DRM) standards (story here ).
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