Addressable advertising for television content is a key ingredient for accelerating the delivery of personalized media experiences.

- Reese Schroeder, Managing Director, Motorola Ventures


INVIDI was founded in 2000 to resolve the disparity between pay television’s greater share of viewership and its smaller share of advertising revenue.

Our company was born out of a core vision: Give cable, satellite and IPTV operators the power to position their services as the most comprehensive source of targeted television advertising and promotion.

As a result, INVIDI is the world's only true addressable targeted television advertising solution for cable, satellite and IPTV service providers at the headend, household and individual viewer level.

Our technology delivers results.

No one else even comes close to the level of multiple and distinct commercials we can send to different households.

The revenue gap is still growing and that’s why our technology is becoming more relevant each time anyone turns on the TV.

INVIDI is headquartered in Princeton, New Jersey, with offices in Denver, Colorado, Newtown, Pennsylvania, Edmonton, Alberta, Canada and New York City.


David M. Downey


As CEO and Acting Chairman of the Board, David Downey brings a tremendous depth of cable television industry experience to INVIDI. His almost 40 years of experience includes cable operations, new media technologies, television advertising and start up management.

Dave has worked with the nation’s largest advertising agencies on targeted television advertising and was instrumental in securing support from both WPP and Starcom. Recently he has been focused on driving INVIDI’s international business and successfully secured its first European deployment with Telenet.

As Founder and President of AMN, the nation’s first computer television network, he deployed to 5.5 million subscribers, in 116 markets including Comcast, Charter, Adelphia and ATT. At Triax Communications, Dave served as senior vice president responsible for franchising, marketing, programming, sales, advertising, and public relations.

As an inductee into the Cable Television Pioneers Class of 2012, he has been involved with launch or growth of many successful enterprises and now brings his leadership and vision to INVIDI Technologies.

Bruce J. Anderson

COO and Global CTO

Bruce Anderson is a widely known expert in digital video technology and has developed key patents in the industry.

Prior to Joining INVIDI in 2001, Anderson was Vice President of Broadcast Products at DIVA, then the leading provider of video on demand. Anderson's experience includes ten years at Sarnoff as Managing Director of Digital Television and Entertainment where he focused on the design and development of digital video systems. Anderson was part of a senior team that developed the ATSC Digital Television Standard, DIRECTV and DIVA. He also managed an intellectual property portfolio valued in excess of $200 million. Three of the projects Anderson managed led to Technical Emmy Awards for Sarnoff.

Chris O’Toole

President and CFO

Chris O'Toole has over 25 years of finance and administration experience primarily in the cable and media sectors. Prior to joining INVIDI, Mr. O'Toole spent four years as Senior Vice President and CFO of On Command Corporation (100% owned subsidiary of Liberty Media Corporation until sold to Lodgenet Interactive Corporation in 2007) and was responsible for all financial, information technology, human resources and risk management activities.

While at On Command, Mr. O'Toole sat on the Board of Directors and for a period of time was Acting President of The Hotel Networks which sells advertising delivered through a private network to a number of "free-to-guest" channels targeted to the hotel's demographics. Prior to working for On Command, Mr. O'Toole was the CFO and Vice President of Triax Telecommunications Corporation. At Triax, Mr. O'Toole was responsible for lending and investor relationships as well as all finance and administrative activities. Mr. O'Toole started his career with KPMG (formally Peat Marwick) and he is a certified Public Accountant.

Michael Kubin

Executive VP Media

A 30-year veteran of the media industry, Kubin has managed a significant string of successful entrepreneurial ventures. At his first media buying company, Corinthian Media Buying, Kubin was integral in the creation and growth of its direct response subsidiary, Corinthian Direct, which grew to over $100 million in billings in just three years. After Corinthian, Kubin became president of Club Med Inc., the travel company's US subsidiary.

With Club Med as his first client, Kubin co-founded Media Incorporated, which along with its direct response subsidiary, Media Direct Partners, was sold to IPG (The Interpublic Group) in 1996. Kubin then went on to co-found Evaliant Media Resources, a Web-based advertising tracking firm, which was sold to CMR (Taylor Nelson Sofres) in 2002. A member of several corporate boards of directors, Kubin has a BS in operations research from Cornell, an MBA from Harvard Business School and a Masters in Journalism from Columbia. His articles have been published in the New York Observer, The New York Times and The New Yorker.

Dan Wilson

SVP Software Dev & Chief Scientist

Dan Wilson has more than 25 years of experience in technology management and complex software development. Before joining INVIDI, he was Vice President of Precise Systems Corporation, a developer of software and provider of consulting services for large scale litigation support. Most of Precise’s customers were engaged in very large IP litigation. Prior to that Wilson was a founder of Myrias Research Corporation, a developer of scientific parallel computers under contract with the American and Canadian Departments of Defense.

At Myrias, Wilson was originally Director of Software Development and later Director of Systems Development. Wilson also worked at AT&T Bell Labs and the Department of Computer Science of the University of Alberta.

Michael Cristofalo

SVP Operations & Program Management

Michael Cristofalo has over 20 years of software and hardware development experience. Prior to joining INVIDI in 2004, he was Vice President of Engineering at ACTV and was responsible for managing their cable product roll out. Mike has over 11 years of experience in Research and Development. He has lead digital set-top box development efforts at Philips and Motorola (formerly General Instrument).

Mike has been working with Digital Television systems for over 15 years including both the picture in picture and High Definition system at Philips. Mike was CEO of Philadelphia Real Time, a digital video engineering consulting company, for 4 years where he worked with Diva Systems, General Instrument and Ravisent Technologies.

Alfredo Di Blasio

Chief Marketing Officer

Fred Di Blasio currently serves as the Chief Marketing Officer at INVIDI Technologies. He served as INVIDI's Senior Vice President, Corporate Development when he joined the company in April 2013.

Prior to joining INVIDI, Fred advised Shaw Communications’ senior management on its Big Data and addressable advertising strategies. Previously, he was the Chief Strategy Officer at SMC Networks where he spearheaded the geographic expansion and new product development efforts where he increased sales by 22% over the course of his tenure.

He brings significant experience in the areas of operations, product, marketing, strategy and mergers and acquisitions through his work with TELUS Communications, Bell Cablemedia, AT&T Corp and AT&T Broadband. Fred is a MBA graduate of Queens’ College, Cambridge University.

Howard Fiderer

SVP Strategic Corporate Development

Howard comes to INVIDI Technologies with in-depth experience in product management and marketing and has worked in the cable and telecommunications industry for more than 20 years. As VP, Product Line Management, he is responsible for driving INVIDI's product planning and program management efforts. Prior to INVIDI, Howard was VP of Product Management for [x+1] where he was instrumental in developing targeted advertising solutions and optimization systems for internet ad networks and corporate web sites.

As the founder of MAP Associates, he built a consulting practice from its infancy to be a respected supplier of several F100 companies including Verizon, Sprint, IBM, and Motorola. Prior to starting MAP, Howard ran the telecommunications and channels of distribution practices for RONIN Corporation. In addition to his consulting experience, Howard has worked for Intel's systems division as well as startup ventures in communications. Howard graduated from Princeton University with a BSEE.

Patrick Sheehan

International Chief Technology Officer

Patrick Sheehan is responsible for INVIDI’s technical approach to into international markets. He has 25 years of experience in managing, designing, and developing hardware and software for a variety of platforms and applications. In the government arena, Pat helped develop software for the NEXRAD weather radar system and the Sea Wolf submarine. In the financial arena, Pat has developed software for the global delivery of real-time financial data for the Dow Jones Corporation.

For the past 10 years, Pat has concentrated on developing systems for the cable industry, having worked for Motorola’s Set Top development group. Pat was a founding partner in Philadelphia Real Time, a consulting company working with digital cable technologies. In that capacity, Pat worked for Diva Systems helping to develop a video on demand system, Hitachi Corporation working on a software MPEG decoder, and Sarnoff Corporation on an ATSC HDTV receiver. Pat also served as a Vice President of Software Development for ACTV, developing a targeted ad delivery system.

Ron Gravino

VP Finance and Human Resources

Ronald Gravino currently serves as VP Finance and Human Resources for INVIDI. Prior to joining INVIDI, he was a financial and management consultant in private practice for over 15 years, specializing in start-up ventures and turnaround management, where he has held many interim CFO positions for developing companies. Previously he was CFO for Squibb-Novo Inc., an international pharmaceutical joint venture between Squibb Corporation and Novo Industri A/S of Denmark. He was appointed Commissioner of the NJ Highway Authority in 1997, serving as Chairman and CEO from 2001-2002. Gravino has served as Chairman or Member of the Authority's Audit, Finance, Procurement & Technology, Personnel and Engineering committees, among others.

He serves as a Board Member of Rising Tide Capital, Inc., a non-profit organization which provides entrepreneurial training for underserved populations such as women, working poor, and minorities. Rising Tide was recently named a CNN Hero and was used as an example of economic development in a recent speech by President Obama. He is a Member of the NJ Transportation Finance Review Commission, overseeing the State's $1.5B DOT budget. Gravino is also recognized as an expert on Federal and State campaign regulation and has served as Treasurer for several Governors, Congressmen and Senators, including NJ Governor Chris Christie and the NJ State Police. He is currently Commissioner and Vice Chairman of the NJ Turnpike Authority.

Edward Thorn

SVP, International Operations

Edward Thorn has over 30 years’ experience in cable television and related technologies dating back to the 1980s when he worked in system sales and marketing for MSOs in California and Texas. Later he built the first Latin American cable television system in Santo Domingo, Dominican Republic, and after that founded Cable Properties Inc., an advisory firm specializing in M&A which was involved in hundreds of transactions over more than 25 years in the U.S., Latin American, and European cable television markets.

In 1997 he was a founding partner of WorldPort Communications Inc., which was awarded the second global license for telephony in the Netherlands. Worldport was subsequently sold to the UK utility, Energis

Thorn was also involved in launching the first competitive local exchange carrier (CLEC) in Latin America, in Santiago, Chile. The company was later sold to AT&T Latin America.

He joined INVIDI in early 2013 where he has focused on opening new markets in Europe, Latin America, and Asia from his base in Madrid.

He is a graduate of the University of California, Berkeley.


Industry and Investment Leaders

INVIDI's guiding principles are built on our core values of integrity and respect. The Board of Directors is comprised of top tier venture capital companies, industry leaders and strategic partners who are charged with overseeing INVIDI's business affairs, operational performance and employees to ensure they perform in the best interests of our investors and shareholders. They are collectively responsible for directing and supervising the company's strategy for success.

Rick Welday


AT&T AdWorks

Mike Welch

Vice President, Strategy, Product & Business Development

AT&T AdWorks

Jerrie Kertz

Senior Vice President, Operations


Warren Schlichting

Executive Vice President, Programming & Media Sales

DISH Network

Irwin Gotlieb


GroupM Global


INVIDI Technologies Corporation has created an addressable advertising advisory board to provide strategic expertise and guidance on advanced advertising initiatives. We are especially proud that senior managers of two of the largest media buying groups in the world, GroupM and Starcom have agreed to participate in INVIDI’s advisory board as they will all offer insightful and practical guidance for us as we bring addressable advertising to the media and marketing communities.

The advisory board will ensure all participants - multi-channel video program distributors (MVPDs), television broadcasters, program networks, advertisers, media buyers and sellers - benefit from digital technology efficiencies and share in the value chain.

Advisory broad members were selected in recognition of their standing as advertising authorities with deep industry knowledge and experience. They will help shape the foundation for developing advanced addressable advertising solutions as this field rolls out and matures.

Rino Scanzoni

Executive Chairman and CEO

Modi Media and Midas Exchange

Tracey Scheppach

CEO and Founder

Matter More Media

Allen Blum

Vice President, Business Development & Strategy


Jason Brown

Vice President, Head of National Advertising Sales

AT&T AdWorks

Chuck Davis

Venture Partner

Technology Crossover Ventures

Michael Kubin

Executive Vice President, Media

INVIDI Technologies Corporation



AT&T Inc. (NYSE:T) helps millions around the globe connect with leading entertainment, mobile, high speed internet and voice services. We’re the world’s largest provider of pay TV. We have TV customers in the U.S. and 11 Latin American countries. We offer the best global coverage of any U.S. wireless provider.* And we help businesses worldwide serve their customers better with our mobility and highly secure cloud solutions. Additional information about AT&T products and services is available at about.att.com. Follow our news on Twitter at @ATT, on Facebook and YouTube.


DISH Network Corp. (NASDAQ:DISH), through its subsidiaries, provides approximately 13.643 million pay-TV subscribers, as of Sept. 30, 2016, with the highest-quality programming and technology with the most choices at the best value. DISH offers a high definition line-up with more than 200 national HD channels, the most international channels and award-winning HD and DVR technology. DISH Network Corporation is a Fortune 200 company. Visit www.dish.com.


WPP is the world’s largest communications services group with billings of US$73 billion and revenues of US$19 billion. Through its operating companies, the Group provides a comprehensive range of advertising and marketing services including advertising & media investment management; data investment management; public relations & public affairs; branding & identity; healthcare communications; direct, digital, promotion & relationship marketing and specialist communications. The company employs over 200,000 people (including associates and investments) in over 3,000 offices across 113 countries. For more information, visit www.wpp.com.

WPP was named Holding Company of the Year at the 2016 Cannes Lions International Festival of Creativity for the sixth year running. WPP was also named, for the fifth consecutive year, the World's Most Effective Holding Company in the 2016 Effie Effectiveness Index, which recognizes the effectiveness of marketing communications. In 2016 WPP was recognised by Warc 100 as the World’s Top Holding Company (second year running).