Ad-delivery technology provider Invidi has raised $25 million in a third round financing, led by WPP Group, along with previous backers Menlo Ventures, InterWest Partners, and EnerTech Capital, AdAge reported. The Princeton, N.J., tech company raised $16 million in March 2005 and $12 million a year before that. With this new capital infusion, Invidi has raised a total of $53 million. WPP isn’t saying how much it’s investing in Invidi.
Invidi’s technology allows advertisers to send targeted TV ads to specific households via set-top boxes based on age, gender, location, income and viewers’ ethnicity. The company doesn’t have any deals yet, but says its in talks with several cable, satellite and telecommunications companies about linking to its ad-delivery system.
For WPP, the investment in Invidi could be seen as a way to challenge Google (NSDQ: GOOG) TV Ads, its platform for buying, selling, measuring and delivering TV ads in collaboration with EchoStar. WPP CEO Martin Sorrell has been vocal in his concerns about Google’s incursion into the ad industry. Google’s system has been operating since May and it recently struck a multi-year data-sharing deal with The Nielsen Company.