Home Digital TV and Video AT&T Improves Its Addressable TV Chops With Invidi Investment

AT&T Improves Its Addressable TV Chops With Invidi Investment

SHARE:

addressAT&T now has controlling interest in addressable TV platform Invidi, following an investment the telco giant revealed Monday. The exact amount was undisclosed.

Prior investor WPP and Dish Network also participated.

Although Invidi will remain independent, AT&T, Dish and WPP have collective ownership.

An AT&T spokesperson said the telco sees “opportunity for continued expansion in areas like digital and mobile, in addition to linear video.” AT&T, which made waves recently with its intent to acquire Time Warner, declined to comment further on Invidi until the deal closes.

Invidi, whose clients include DirecTV, Cox and Verizon, deepens AT&T’s addressable TV targeting capability, as it enables dynamic ad insertion in set-top boxes.

Invidi helps cable providers and advertisers target households based on demographic and psychographic information in addition to overlaying their own first-party data. It then helps them measure the effectiveness of their campaigns on an impression level.

AT&T and Dish also used Invidi prior to the investment. It powered D2 Media Sales, a joint venture between Dish Network and DirecTV, that did addressable TV targeting for political advertisers.

But Invidi’s capabilities are particularly valuable not because of its addressability but because it can log audience fulfillment at the set-top box level, said Randy Cooke, VP of programmatic TV at SpotX. 

“Every intersection of content and audience takes on an opportunity cost that doesn’t exist within the traditional TV business model,” he added.

Invidi will also improve online content distribution and make Dish and AT&T/DirecTV’s legacy satellite distribution businesses more “interoperable” with newer ad formats, Cooke said.

Invidi can also help suppliers aggregate local cable inventory into an age and gender rating on par with broadcast TV spots, according to research firm BIA Kelsey.

Subscribe

AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

“This [deal] effectively streamlines AT&T’s and Dish’s aggregation business, which have both been operating on some variation of Invidi’s platform for several years,” Cooke added.

For AT&T, Invidi represents another investment in data and addressability.

AT&T AdWorks’ president, Rick Welday, recently told AdExchanger that beyond AT&T’s ability to serve addressable TV ads to 14 million households across 30 million devices, AT&T will “continue to improve our addressable, cross-screen offering.”

Invidi’s primary competitor is Visible World, an addressable TV ad platform owned by Comcast.

Must Read

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.