October 26, 2006

INVIDI Demos Its Advatar™ Viewer Inference Engine

Full End-To-End Addressable Advertising On Live Motorola and Scientific Atlanta Headends And Digital Set Top Boxes At CableLabs®
Interoperating equipment partners include BigBand, C-Cor, and Terayon. Standards demonstrated include: SCTE 35, SCTE 30, and a preliminary version of DVS 629.


Princeton, New Jersey (October 26, 2006) - INVIDI Technologies Corporation, demonstrated its Advatar™ product and proprietary Viewer Inference Engine digital advertising technology at the CableLabs® Phase 12 DPI Demonstration and eTV Interop in Louisville, Colorado.

INVIDI showed addressable ads being inserted live on both Motorola and Scientific Atlanta headends and digital set-top boxes. Commercials were streamed in the digital tier, identified and aligned for insertion on an upcoming commercial break location.  The INVIDI headend controller triggered the insertion of advertising and marketing data onto a parallel set of network streams aligned to the commercial break.  INVIDI’s client application then inserted the appropriate advertisement or marketing message into the break at the digital set-top box.

INVIDI’s Advatar™ is an enterprise-level digital set-top box application, a scalable system that works with off-the-shelf video ad servers and splicers that provides delivery, verification, measurement, accountability and reporting for targeted addressable advertising. Advatar™ delivers unprecedented targeting intelligence and key factors that determine:
  1. Is the television is on?

  2. What demographic is watching television right now?

  3. Was the message consumed?
Advatar™ delivers advertising and marketing media to precise viewer demographics at individual digital set-top boxes classified by age, gender, geography and income.  Advatar™ closes the loop for television advertising and marketing, eliminating waste and precisely delivering targeted media plus accountable, measurable and verifiable data that monetizes every viewer.  Advatar™ combines the delivery precision of direct mail with the power of television’s sight, sound and motion to true market demographics.

"This demonstration of Advatar™  shown at CableLabs® was a milestone event for the industry -- a product that is available today and therefore much more than a mere demonstration of capabilities," said Bruce Anderson, chief operations officer and chief technology officer, INVIDI Technologies Corporation.  "The standards developed by SCTE are ready to go to market today and INVIDI is proud to be able to showcase that fact along with our partners."