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TV ad targeter Invidi Technologies has closed a whopping $49 million fourth round with the addition of DirecTV (NYSE: DTV) as an investor. The investment is a further vote of confidence in the ability of addressable TV finally making good on the promise to deliver the kinds of ROI that marketers have tended to expect from online advertising.
An early pioneer of the addressable TV space, Invidi has previously received over $90 million from backers such as Google (NSDQ: GOOG), WPP’s GroupM, Motorola (NYSE: MMI) Ventures, Experian, NBC Universal (NSDQ: CMCSA) and Verizon. VC firms Menlo Ventures, InterWest Partners, EnerTech Capital, Westbury Equity Partners and BDC Capital have also backed the New York company. All have participated in this fourth round funding.
Invidi’s Advatar software will be rolled out over the course of this inside all DirecTV DVR digital set-top boxes. The system enables advertisers to deliver tailored messaging to individual households during a commercial break.
One of the benefits of being around at the beginning — the company was founded 10 years ago — was that it has secured key intellectual property rights for targeted TV. Last year, Invidi was granted three key patents for various functions underlying its addressable advertising system.