"DirecTV has an agreement with Starcom MediaVest Group, under which SMG has committed to spend $10 million to $20 million on household-addressable ads in 2011, reports Multichannel News.

The story adds, "DirecTV’s addressable-ad system is intended to reach 10 million subscribers, with the ability to store up to 120 different 30-second ads per DVR."

The article notes, "The No. 1 satellite operator will use elements of the NDS Dynamic suite of advanced advertising solutions including local DVR video ad insertion and audience measurement capabilities. The NDS software will be deployed on DirecTV’s standard-definition DVRs allowing insertion of household-addressable ads into both live and recorded video content from the DVR hard drive."

The article also says, "The NDS technology is a multipurpose ad management service that can communicate with an advertising decision system. DirecTV is using the Invidi Technologies ad decision system to direct which spot to run based on household demographic data and other parameters."