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GroupM’s Invidi Stake Shows Targeted Broadband Advertising Has Potential

Dec 13, 2007  •  Post A Comment

GroupM, the media buying arm of advertising giant WPP, has led a group making a $25 million investment into Invidi Technologies Corp., a leader in enabling targeted advertising over broadband television.
GroupM’s investment indicates that it sees video advertising that’s addressed to specific viewers as an important part of the future of television advertising.
Irwin Gotlieb, CEO of GroupM, has joined Invidi’s board of directors.
The investment is GroupM’s first in Invidi. Also participating in the round of financing are two venture capital firms that have made earlier investments in Invidi: Menlo Ventures and InterWest Partners.
Invidi’s technology calculates the age, gender, location, income and ethnicity of viewers and sends an appropriate message to that set, allowing advertisers to target more specific audiences and cable and satellite operators to better monetize their advertising inventory. The technology gives television advertisers many of the benefits now available to online advertisers.
“We look forward to participating in the enablement of advanced advertising solutions in television,” Mr. Gotlieb said. “Addressability is the first critical capability against that objective, and Invidi has the core technology to deliver the addressability function.”
“Television advertising has operated in much the same way since it started in 1947,” says Invidi President David Downey. “Together with GroupM, we are truly building the television advertising technology of the future.”

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