DirectTV Gains Majority Control Over INVIDI Technologies Through Acquisition
DirecTV Acquires Majority Stake in INVIDI Technologies
DirecTV, a longtime proponent of addressable advertising, has directly acquired a majority stake in INVIDI Technologies, marking a full investment as an ownership rather than just a partnership or minority stake. The terms of the acquisition were not disclosed.
INVIDI Technologies, a provider of addressable television advertising products, offers solutions at the heart of the commercial television advertising ecosystem. Their software enables personalized and targeted advertising on TV platforms, benefiting major pay-TV providers such as DirecTV and Dish Network.
INVIDI's technology allows advertisers to deliver specific ads to individual households rather than broadcasting the same ad to all viewers, a feature that has been instrumental in connecting brands with their audiences on DirecTV.
The company provides three primary solutions for advertisers: INVIDI Conexus, INVIDI Edge, and INVIDI Pulse. INVIDI Conexus is a consolidated campaign management and order distribution platform, while INVIDI Edge is a supply-side solution for distributors and programmers to deliver addressable advertising. INVIDI Pulse manages, serves, and optimizes ad delivery across direct and programmatic sales channels for streaming services.
DirecTV's increased involvement in INVIDI is expected to further grow INVIDI's business in the U.S. The company will continue to operate as an independent entity, with its existing management leading the way.
INVIDI has a longstanding relationship with DirecTV as a client and an investor. This acquisition is a testament to the success of their partnership and the potential for further growth in the addressable advertising market.
Recently, DirecTV added addressable advertising capabilities to its linear satellite inventory, a move that is expected to further enhance the effectiveness of INVIDI's solutions. With this acquisition, DirecTV demonstrates its commitment to the future of targeted advertising and its belief in INVIDI's ability to lead the way in this field.
INVIDI plans to continue to work on building successes internationally, expanding efforts in India, APAC, MENA, Europe, and Latin America. The company's focus on global expansion, combined with DirecTV's support, positions INVIDI for significant growth in the years to come.
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