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AT&T, Dish, WPP to Buy Invidi Technologies

November 21, 2016

AT&T Inc., Dish Network Corp. and WPP PLC are teaming up to buy Invidi Technologies Corp., which focuses on targeted television advertisements, the companies said Monday.

Under the terms of the deal, which is expected to close in the first quarter, AT&T is to hold a controlling stake and Invidi would continue to operate independently. Financial terms weren’t disclosed.

AT&T, DISH and WPP to Acquire INVIDI, Operate it Together | AT&T

November 21, 2016 - Business Wire

DALLAS & ENGLEWOOD, Colo.--(BUSINESS WIRE)--AT&T*, DISH Network L.L.C., a wholly-owned subsidiary of DISH Network Corporation, and WPP have announced plans to acquire INVIDI Technologies, a leader in providing addressable advertising platforms. INVIDI will continue operating independently under the three companies’ collective ownership, and each company will name representatives to INVIDI’s board of directors. AT&T will hold a controlling interest in the venture.

INVIDI’s software lets advertisers deliver addressable video advertising to the target audience — on TV and across multiple distribution platforms. Ads are delivered via INVIDI’s technology to target households that can be matched to thousands of demographic or psychographic attributes, or to a custom list provided by an advertiser. This lets advertisers and media buyers accurately control reach, separation and frequency across video platforms.

Addressable TV Isn't On the Way; It's Arrived

February 29, 2016 - Al Urbanski, Senior Editor, Direct Marketing News

The Golden Age of television advertising may just be arriving. More than 40 million households can be pinpointed with relevant TV spots.

Last year a national beverage brand sought to win back business from households with incomes in excess of $70,000 and kids ages 7 to 12. It purchased third-party data from a leading aggregator and matched it with first-party data from participating media companies to execute a highly targeted blitz. It scored big. Following the campaign, penetration within the target segment increased 38%, bringing with it a 21% sales lift. But it wasn't direct mail couponing or programmatic display advertising that accomplished this feat. It was television—addressable TV, to be precise.