Join Transform 2021 this July 12-16. Register for the AI event of the year.

Invidi, a company whose TV set-top box technology enables what advertisers call “addressable” advertising for television, has closed a $23 million series D funding round led by Google.

Addressable advertising is TV’s term for ads that are targetable to individual households. As Brandweek put it, “a 50-year-old man watching Lost would see a different ad than a 14-year-old girl watching the same show next door.”

NBC began offering addressable ads served by Microsoft in June of last year. Google’s investment in Invidi seems an obvious attempt to leapfrog ahead of Microsoft.

Invidi’s press release also lists several other investors: Motorola Ventures, Group M, Menlo Ventures, InterWest, and EnerTech. Google TV executive Shishir Mehrotra has joined Invidi’s board of directors.

TechCrunch reports that New York-based Invidi, founded in 2000, has distribution agreements with both Dish Network and DirecTV, and that a recent test found addressable ads 32% more effective than the same ads without targeting.

[Diagram: IPTV Magazine]


VentureBeat's mission is to be a digital town square for technical decision-makers to gain knowledge about transformative technology and transact. Our site delivers essential information on data technologies and strategies to guide you as you lead your organizations. We invite you to become a member of our community, to access:
  • up-to-date information on the subjects of interest to you
  • our newsletters
  • gated thought-leader content and discounted access to our prized events, such as Transform 2021: Learn More
  • networking features, and more
Become a member