AT&T, DISH Network and WPP have announced plans to acquire INVIDI Technologies, a specialist in providing addressable advertising platforms. INVIDI will continue operating independently under the three companies’ collective ownership, and each company will name representatives to INVIDI’s board of directors. AT&T will hold a controlling interest in the venture.
INVIDI’s software lets advertisers deliver addressable video advertising to the target audience — on TV and across multiple distribution platforms. Ads are delivered via INVIDI’s technology to target households that can be matched to thousands of demographic or psychographic attributes, or to a custom list provided by an advertiser. This lets advertisers and media buyers accurately control reach, separation and frequency across video platforms.
In addition to extensive distribution in US households, including platforms operated by AT&T, DISH and others, INVIDI is actively deploying its technology and negotiating distribution agreements in Europe, South America and Asia. AT&T, DISH and WPP will work together, and with other existing INVIDI customers, to continue to expand INVIDI’s addressable capabilities and product offerings to other video delivery platforms and providers to drive the increased deployment of addressable advertising industrywide.
“INVIDI gives us a great opportunity to expand our addressable advertising capabilities,” said Rick Welday, President, AT&T AdWorks. “We have significantly increased revenue with targeted advertising across multiple platforms. This deal will help us accelerate growth in our addressable advertising business and explore innovation and expansion into new platforms.”