Adcuratio launches with DIRECTV, joining DISH Media and INVIDI in enabling Programmer Addressable Advertising

Expansion of pay-TV provider and programmer national addressable footprint creates critical mass necessary for rapid advertiser adoption

New York – September 15, 2020

Adcuratio Media and INVIDI Technologies announced today that DIRECTV (part of AT&T) and INVIDI have entered into an alliance with Adcuratio to build one of the largest platforms for national addressable inventory across network cable and broadcast. DISH Media has also joined with Adcuratio, which has programmer partners including A+E Networks, FOX Corp and ViacomCBS. The new agreement significantly expands the distribution footprint and national network inventory available for ad-versioning addressable television across all DMAs.

Adcuratio’s neutral technology platform and relationship with distributors (DISH Media, DIRECTV), technology providers (INVIDI) and national programmers (A+E Networks, FOX and ViacomCBS) has helped define, build and deploy independent technology innovations across participants while integrating them through a common platform with standardized workflows and interfaces. Adcuratio’s technology delivers on the long-awaited promise of addressable ad-versioning on national commercial time.

Satellite providers DIRECTV and DISH Media, who leverage INVIDI’s most proven linear addressable technology platform, are the industry’s broadest-scaled national linear addressable players with a footprint covering all DMAs. By partnering with both, Adcuratio expands the ability to activate more national linear addressable inventory, going beyond just on-demand to support linear addressable at scale.

A+E Networks, FOX Corp and ViacomCBS are pioneers who have helped the alliance co-invent and implement ground-breaking innovations enabling addressability on cable and broadcast networks. They have helped Adcuratio and each of its partners achieve industry firsts, from a pilot of ad-versioning campaigns on DISH, A+E and FX in 2018, to the full-scale commercial cable launch and broadcast tests of ad-versioning in 2020.

“Our plan has always been to scale the local-break addressable business via our national sales force to a sufficient level of maturity, which we have done, and now are more than ready to enable the programmers’ national minutes,” said Jason Brown, who leads national sales efforts for DIRECTV’s addressable TV business. “Programmers’ advertising teams no longer have to be selling a single spot with the same creative to all households.”

“We are thrilled that advertisers will be able to execute across multiple distributors on programmer-owned inventory from A+E, CBS and FOX, creating single-buy scale and ease of execution for media planners and buyers,” said Kevin Arrix, SVP of DISH Media. “This development will also provide combined back-end reporting across distributors and programmers, which is critical in driving addressable TV advertising to the next level.”

“A+E Networks continues to be a leading advocate for actionable solutions on a national basis, leveraging great content, smart technology and valuable audiences to deliver positive outcomes for our marketing partners,” said Peter Olsen, President, Ad Sales, A+E Networks. “Our industry leading work in live linear addressable with Adcuratio allows our advertising/marketing partners to align their messaging against our audiences’ consumer journey, further maximizing the value of their investments on A+E Networks. We are excited as this opportunity scales.”

“ViacomCBS is proud to be at the forefront of addressable advertising, including our transformative work with Adcuratio,” said Mike Dean, Senior Vice President of Advanced Advertising at ViacomCBS. “TV remains the best place to drive brand awareness, and this important expansion further enables our ability to deliver tremendous scale, deeper engagement and greater effectiveness for our advertising partners in the live viewing experience.”

“Advertisers continue to recognize that television remains the best platform for reaching a mass audience in a premium environment.  This is a positive development for our clients, and we’re excited for a growing footprint to deliver new ad insertion capabilities that are audience driven” said Dan Callahan, Senior Vice President, Data Strategy and Sales Innovation at FOX Corp.

INVIDI EVP of Media Michael Kubin said “Having pioneered the business in 2003, today INVIDI is the global leader in addressable television. National programmer minutes have always been on our road map, so we’re excited to participate in this kickoff with DIRECTV and Adcuratio. We’ve been working with DISH Media, Adcuratio and A+E in launching national addressable minutes; now marketers can benefit from the greatly extended reach to send the right spot for their goods and services to the right audience. Addressable television has worked exceptionally well at the local level, now that success will extend to national programmer availabilities as well.”

“Adcuratio provides end-to-end tech and workflows to the value chain across advertisers, agencies, networks and MVPDs through its three product offerings: Adcuratio campaign platform, Adcuratio orchestration platform and Adcuratio enablement SaaS. By bringing the precision of household addressability to national commercial inventory, our platform delivers significantly increased value to an advertiser’s TV investments. The addition of DIRECTV to this alliance takes it to the next level,” said Chris Geraci, CCO, Adcuratio Media.

About Adcuratio

Adcuratio provides end-to-end tech and workflows to the value chain across advertiser, agencies, networks and MVPDs through its three product offerings: Adcuratio’s campaign platform provides the advertiser an automated self-service suite to design, execute and optimize campaigns using multiple data providers across multiple networks and MVPDs. Adcuratio orchestration platform provides the MVPDs and networks a unification platform which auto-connects and automates workflows across all Adcuratio’s partners. Adcuratio enablement SaaS provides each MVPD and each network at no-capex with the necessary tech innovation customized to their infrastructure and processes to enable national addressability without forcing an expensive conversion to a single technology standard, (e.g., a co-developed out-of-band signaling solution with ViacomCBS for Broadcast addressable).

About INVIDI Technologies

Founded in 2003, INVIDI pioneered the development of addressable television, first in the United States and then globally in Europe, Latin America, Asia and Australia. INVIDI’s proprietary technology is able to provide addressability on both local as well as programmer advertising inventory on all MVPDs (cable, satellite and telco) as well as via online television distribution. For additional information visit

INVIDI Technologies extends successful relationship with Tata Elxsi

Bangalore – Originally posted Aug.03,2020 on

 INVIDI Technologies and Tata Elxsi today announced an expansion of their relationship to bring addressable television capabilities to pay TV operators in India, Asia-Pacific and MEA.

INVIDI Edge™ is a market-leading combination of single view addressability across both OTT and linear TV audiences, providing a one-stop solution for pay TV operators and premium video publishers. INVIDI Edge™ supports all premium video distribution schemes: satellite, cable, IPTV, AVOD, OTT.

INVIDI Edge™, INVIDI’s patented addressable television solution, is uniquely able to work in the satellite distribution environment on non-connected set top boxes, which in India represents the largest segment of pay TV boxes. With over 160 million subscribers, India is one of the world’s largest pay TV markets.

As linear advertising revenues remain under pressure due to the increasing shift of advertising spend to digital platforms, pay TV operators in emerging markets like India, Asia-Pacific and MEA regions can now offer their broadcast partners targeting and addressability, thus increasing revenue potential.

Tata Elxsi has been at the forefront of enabling digital transformation for leading pay TV operators and media companies across the world, helping them develop, integrate and manage innovative services and applications that deliver new revenue streams and great viewer experience.

“With seamless audience addressability across Linear TV and Digital OTT platforms, the INVIDI Edge™ Solution has been widely deployed in the North American and European markets. Tata Elxsi, with its deep technical expertise and domain knowledge in the broadcast and pay TV market, is an ideal partner to support and accelerate our deployments in these developing markets,” says Prasad Sanagavarapu, INVIDI’s Senior Vice President, Corporate Development, Emerging Markets.

“Targeted and addressable advertising represents new untapped revenue streams for pay TV operators, especially in emerging markets. We see this Centre of Excellence as an organic and natural extension to our existing and successful five-year relationship. It will help combine the benefits of INVIDI’s market-leading technology and Tata Elxsi’s deep solutioning and integration expertise, with proximity and ease of post-deployment support to ensure operator success in India as well as the larger Asia Pacific and MEA regions” said Nitin Pai, Chief Marketing Officer & Chief Strategy Officer, at Tata Elxsi.

About Tata Elxsi

Tata Elxsi is amongst the world’s leading providers of design and technology services across industries including Automotive, Broadcast and Media, Healthcare, and Telecom. Tata Elxsi works with leading Pay TV operators and MSOs, content providers and studios to develop, deploy and manage innovative services and applications that create subscriber stickiness and drive revenue growth. This is backed by over 25 years of design and engineering experience and deep specialization in video and OTT engineering and service delivery and a global delivery presence.

“The Coolest Thing We’ve Ever Done!”

INVIDI Has Cross-Screen Buying Platform Called EDGE.

LONDON –   Originally posted Dec.10,2019 on

A year after acquiring the former Videoplaza video ad technology from its latest owner, ad-tech firm INVIDI says it has launched a new software suite, aimed at uniting the disparate worlds of advanced TV advertising.

In December 2018, INVIDI, which is owned by a consortium of groups, acquired Pulse, the technology of the former Videoplaza, which was acquired by Ooyala, which in turn had become owned by Australian operator Telstra.

“Since then, our board of AT&T, DISH Network and group WPP authorised us to create a new product which we call INVIDI Edge,” says INVIDI CEO David Downey in this video interview with Beet.TV.

He calls it: “The first product of its type  … (a) software interface that takes linear television, interfaces it with OTT and mobile. That product was delivered here just a few months ago.”

For full video interview click here.


Downey says Edge is responsible for “tens of millions of dollars”, allowing advertisers to control the reach, frequency and separation of their ads across linear mobile, OTT or ad-supported VOD channels.

It is the latest video tech platform aiming to satisfy advertiser demand to buy campaigns in an integrated fashion across the array of new video screens.

“I’ve introduced this into Australia, Thailand, China, throughout Europe, United States,” Downey says. “This is the defining product for us because. To bring all the platforms together into one seamless interface is the coolest thing that we’ve ever done

“From our perspective, the consumer doesn’t really think about linear TV or digital TV or OTT, they just want to watch video.”

New Jersey-based INVIDI helps advertisers serve household-targeted ads in to TV streams in the two minutes per hour of programming available to MVPDs. But it is also gaining traction overseas, where operators have fewer restrictions, with a launch to support Liberty Global’s Belgian broadcaster Telenet and channel owner SBS Broadcasting.

This video was produced in London at the Future of TV Ads Global forum in December 2019.   This series is sponsored by Finecast, the global addressable TV agency of WPP.   For more videos from the series, please visit this page.

These Are The Supply-Side Ad Servers Trying To Win The Next Generation Of TV

Television advertising is getting smarter. And the smartest companies in digital advertising are coming for TV.

That means a royal rumble is playing out over who controls the ad serving for data-driven TV campaigns.
AdExchanger looked at the TV and video ad serving landscape, where broadcasters and digital ad platforms like Google and Amazon fiercely compete with each other and with a new set of OTT and CTV players.

Comcast’s FreeWheel

Comcast’s FreeWheel is the broadcast ad serving incumbent, with clients like Viacom, Fox and Turner.

FreeWheel has a supply of broadcast network inventory that it can enhance with data-driven targeting because the audience comes from set-top boxes, like recorded or on-demand shows, OTT apps or desktop and mobile streams.

FreeWheel serves about half of its inventory to TVs, either via an OTT device or video on-demand (VOD). And it plans to get into linear ad serving, said James Rooke, general manager of FreeWheel’s publisher business.

The clients testing FreeWheel’s next-gen ad server products are also Comcast subsidiaries: NBCUniversal and the internet and entertainment package Xfinity X1. NBCU is the first programmer to test FreeWheel’s linear ad planner, which reorders TV commercial breaks based on its ad server logic, Rooke said. With X1, FreeWheel is testing dynamic ad insertion in live TV feeds.

While some networks are unwilling to hand the reins to Comcast-owned FreeWheel, other legacy TV rivals increasingly see themselves as allies in a larger fight with digital platforms.

For instance, television ads lose credit to search and digital media because TV is seen as top of the funnel branding, Rooke said. As a Comcast company and an ad server primarily for TV networks, FreeWheel shares the broadcaster perspective on attribution, he said, whereas Google, FreeWheel’s chief ad-serving competitor, benefits from TV’s disadvantage.

“The reason we have the client base we have and why we’ve defended it successfully against Google despite them being such a considerable force is that our incentives are aligned with our client base,” Rooke said.

Google Ad Manager

The 800-pound gorilla of digital advertising is taking on a new jungle.

YouTube, which can only be bought with Google tech, gives Google a head start. YouTube accounts for 10% of all online video streaming, ahead of Amazon or Hulu, according to Nielsen data, and Google Ad Manager (GAM) already serves a lot of mobile video ads.

Google has also steadily added more broadcast inventory to its supply-side video ad server, with network clients like CBS, Lifetime, and Disney, which it poached from FreeWheel last November.

Snagging Disney was a coup, but many industry insiders mark it with an asterisk since Disney had just resolved bitter duels with Comcast over the acquisitions of Sky TV and 21st Century Fox.

But Google still makes a compelling pitch to broadcast media because it can bundle data, cloud services, analytics and ad serving across video, display and search.

Disney and 21st Century Fox, which is now owned by Disney, were early Google Cloud customers and beta partners for Ads Data Hub, Google’s cloud-based audience platform. Entertainment studios spend heavily on search ads and on YouTube, targeting people looking up nearby movies and watching trailers. This allows Google to package the GAM ad server into much larger deals around cloud infrastructure and marketing analytics.


INVIDI works with TV networks and multichannel video programming distributors (MVPDs), including AT&T’s DirecTV, Dish Network and Verizon Fios, to target ads via satellite TV services and set-top boxes.

Those MVPD pipes allow networks to dynamically insert commercials during a linear TV feed. It’s an important way for MVPDs to generate value for TV networks they carry.

“The networks need MVPDs to make audiences addressable and us for the technology to make that work,” said INVIDI EVP Michael Kubin.

INVIDI has a leg up with MVPDs because it’s co-owned by AT&T and Dish. Its third co-owner is WPP. But INVIDI is “strictly a technology company,” Kubin said. Advertisers need TV networks aggregated to de-duplicate audiences and control for frequency, he said.

An MVPD like Verizon Fios could have competitive concerns about using an ad server co-owned by two rivals. But on the other hand, INVIDI’s main competitor in linear TV ad insertion is Visible World, which is owned by FreeWheel.


Hulu has a proprietary ad server that controls its owned supply.

Connected TV inventory is supply constrained, and ad-free subscriptions are still growing fast. As one of the few scaled programmatic OTT sources, using its own ad server is a “key strategic advantage” for Hulu, said Doug Fleming, head of advanced TV.

Hulu operates an ad server without delving too deeply into programmatic because it has a unique deal with Telaria, its exclusive SSP. Telaria handles the programmatic ecosystem plugins, Fleming said, like viewability and brand safety verification or audience segmentation and measurement across other media. Hulu has only approved eight DSPs, so it keeps a tight rein on the entire supply chain.

Hulu’s ad server isn’t the largest, but it may be the most keenly scrutinized. Hulu has scale and a powerful backer in Disney, its majority owner (Comcast has the minority share). But most importantly, Hulu allows auction-based bidders to compete with direct sold advertisers.

Programmatic buyers want to advertise on real TV shows. And broadcasters would love to see Hulu’s programmatic CPMs outrun direct ad rates, since it would help TV prices across the board.

“For us it’s critical we don’t prioritize direct sold over programmatic,” Fleming said.


Unsurprisingly, Amazon is like a shark lurking below the ad server industry.

Amazon was a contender with Google when Disney reviewed ad servers last year, two sources with knowledge of the process told AdExchanger.

And even without broadcaster clients, Amazon has quickly created more OTT and video supply for itself. Last October, the terms of service for Fire TV publishers were updated to require 30% of all ad impressions go to Amazon. It also dropped the popular ad free subscription tier for Twitch, forcing more ads on video game streamers. In January, Amazon launched Freedive, an ad-supported OTT channel operated by IMDb.

“I haven’t seen (an Amazon video ad server) in market but no doubt they have the capability,” said SpotX CEO Mike Shehan. “It would be a long-term concern for any media competitor to expose their inventory like that, since Amazon owns the platform via Fire TV, has its own content and has the audience data and consumption side with the marketplace.”

The hopefuls

Broadcast networks and tech companies like Google and Amazon take most of the video ad growth, but there’s room for other aspirants.

Telaria soft launched an ad server last year. And SpotX, the ad tech company owned by RTL Group, Europe’s largest broadcaster, launched a supply-side ad server last year as well. But those companies mainly work with smaller video players, like digital-first publishers trying an OTT app or ad-supported OTT channels like fuboTV and Pluto TV.

Nielsen is another potential ad server for the next generation of TV. The ratings company acquired the content recognition firm Gracenote in 2017, and uses the product for dynamic ad insertion in smart TVs. And in February Nielsen acquired Sorenson Media, an ad server for smart-TV manufacturers and media companies with streaming content, including Hearst, Sinclair and AMC.

Nielsen hasn’t made waves as an ad server yet, and would have to juggle that business with its core TV ratings and measurement – the referee typically doesn’t enter the game. On the other hand, Google, Amazon, AT&T and Comcast combine media and measurement, and the dollars seem to follow.

Innovid is a 12-year-old video ad server that’s focused primarily on YouTube and digital media companies, but streaming channels like Roku, Xbox and Apple or Amazon OTT apps are the fastest-growing part of the business, said co-founder and CTO Tal Chalozin. A third of the company’s supply now comes from set-top boxes, smart TVs or OTT devices.

Marketers will need all the entry points they can get to CTV and OTT, SpotX’s Shehan said.

Xandr has an open exchange right now, but could relegate WarnerMedia inventory to all but its own DSP, he said, like Google does with YouTube. And Disney could also create a walled garden platform for its media.

Originally published on

INVIDI’s COO, Bruce Anderson to speak at 2019 NAB Conference

Cross Platform Addressable Advertising – Today’s Opportunity

With today’s expanding distribution options, Programmers, Networks and Station Groups have the opportunity to maximize the revenue potential of their advertising inventory. New technology unlocks additional revenue opportunities from addressable advertising. Today, this full activation of inventory for Ad insertion/replacement across all platforms – OTT, Smart TV or Addressable TV on set top boxes – is completely within reach.
Our panelists represent a number of key players in this new ecosystem and will shed light on how this new technology is being adopted.
Anyone who is interested in increasing Ad revenue should plan to attend this must-see session!

To view original post at click here.

“There is scale there”: Myths of Addressable TV Advertising

DigiDay – For all of advertising’s holy grails, addressable TV is often held out as the holiest of them. An ad shown on a TV-size screen alongside TV-quality content but pinpointed with digital’s precision — it’s the thing of John Wanamaker’s dreams. But like any good dream, it’s hard to tell what’s real.

The distinction may become more difficult in 2019 as TV networks, cable and satellite TV providers and streaming TV services work to make more TV inventory available for addressable, which is TV’s term for “targeted,” advertising. In an attempt to head off the confusion, here are some of the biggest misconceptions surrounding addressable TV advertising.

Myth: Addressable TV means live, linear TV
This is more a matter of perception than a misconception or myth. Generally speaking, when people say addressable TV, they are referring to the two minutes an hour of ad inventory that TV networks allot to cable and satellite operators to sell on their live feeds. But the term is also accepted to include the on-demand programming accessed via a set-top box. And it spans the same inventory on streaming TV services such as Sling TV, DirecTV Now, YouTube TV and Hulu’s live TV service. There are some who throw in any TV show streamed over the internet, but that appears to be a radical interpretation.

Taking a consensus across those interviewed for this article, which includes ad buyers and ad sellers, addressable TV refers to ads that can be targeted to individual households against live and on-demand TV programming accessed through a cable, satellite or streaming TV service.

Myth: Addressable TV is way more expensive than regular TV
A typical ad running on a basic cable TV network can cost $10 for every thousand impressions. Against that yardstick, the $40 CPM for an average addressable TV campaign can seem pretty steep. But that’s the wrong yardstick, according to Tracey Scheppach, CEO and co-founded of Matter More Media, an agency that specializes in addressable TV and video advertising. Instead, Scheppach and others compare pricing on an effective CPM model, in which they calculate an ad’s price by taking the total money and dividing it by the number of impressions served to the intended audience.

Take, for instance, an advertiser looking to reach an audience of moms with young children. If that advertiser runs a non-addressable TV campaign for a $10 CPM and 10 percent of those ads are served to that audience, that works out to a $100 effective CPM (eCPM). Since an addressable campaign would be targeted specifically at that audience and only serve ads to viewers in that segment, the $40 CPM would equal a $40 eCPM.

“When you cut out the waste, the effective CPM is a lot more attractive,” said Michael Lyons, chief media officer at Bliss Point Media, an agency that specializes in video advertising.

Myth: Addressable TV doesn’t offer enough scale
Roughly one-eighth of TV inventory today is available for addressable advertising. There are more than 60 million households in the U.S. that can be served addressable ads on traditional cable and satellite TV, according to Jason Brown, vp and head of ad sales partnerships at Xandr.

“There is scale there. It just needs to be stitched together,” said Mike Piner, svp of video and data-driven investments at MullenLowe’s Mediahub.

Companies such as NCC Media — a TV advertising joint venture by Charter, Comcast and Cox that aggregates and sells cable operators’ VOD inventory for audience-based buys — are stitching together the respective operators’ addressable inventory. “If you’re Yoplait and want to target yogurt-loving moms, you can work with LiveRamp and NCC to execute across all three footprints,” said Allison Metcalfe, gm of TV at LiveRamp, the identity matching company formerly known as Acxiom.

Additionally, the share of TV inventory available for addressable advertising is extending beyond that two-minutes-per-hour that’s allotted to pay-TV distributors. Comcast has been working with network groups including NBCUniversal, which it owns, and Viacom to enable addressable advertising across more of the networks’ live and on-demand programming on its cable service. Similarly, AT&T, which owns Turner’s networks and Xandr’s advertising business, is expected to do the same across Turner’s linear and on-demand inventory.

Myth: Households can be addressed equally
While there are millions of addressable households in the U.S., not all of them are addressable to the same degree. As is the case with targeted advertising, the targeting is contingent on the underlying data. When it comes to addressable TV advertising, that underlying data has some gaps.

“There are households within a national sample that have a bunch of information about them — buying tendencies, income, etc. — and there’s also a big bunch of households that have almost no information,” said John Halley, evp and COO of Viacom Ad Solutions.

Ad tech companies such as LiveRamp are working to reconcile the disparate household data to bring households’ addressability into balance across various cable and satellite operators’ subscriber bases. Similarly, TV companies, including Viacom, NBCUniversal and Turner, have formed the OpenAP consortium to standardize their audience data in support of addressable advertising. But even that group is a small sample of the broader TV ecosystem and does not cover all the datasets that may be used for addressable advertising.

“It’s going to be a longer, complex period to develop the information layer that is required to transact at the kind of scale and quality that the broader-based buyers are used to,” said Halley.

Myth: Addressable TV is not applicable for brand advertisers
Addressable TV does not only suit advertisers looking to pinpoint the specific sliver of people likely to immediately run out and buy a brand’s product after seeing an ad. Brand advertisers looking to reach a wide audience may find it valuable to use addressable advertising to tailor their messages to certain segments within that audience, such as Spanish-speaking households or households with kids of a certain age, said Piner. Similarly, advertisers can use addressable advertising to frequency cap their campaigns so that individual households aren’t bombarded with the same ad by a brand to the point of annoyance, said Brown.

Myth: There’s no way to measure an addressable TV ad against business results
“Some folks still feel that [addressable TV advertising] can’t close the loop like digital. That’s not true,” said Brown. Xandr has run studies with auto brands, for example, to anonymously combine its ad exposure data with dealership sales data collected by companies such as Polk and Experian to measure any lift in sales for people who saw a brand’s ad against those who didn’t see it. The company performs similar lift measurement studies for consumer packaged goods advertisers using in-store purchase data from Nielsen Catalina Solutions.

Originally post on December 19th, 2018 by Tim Peterson

How Using Addressable TV Can Reduce Repetitive Ads

It’s accessible enough that even smaller brands can do it

The frequency gap can help solve the problem of seeing the same ad over and over. Getty Images


( – There’s a reason why all the digital platforms and tech giants are prioritizing TV. It’s a time-tested medium that drives results for marketers while engaging consumers through sight, sound and motion.

But brands need their marketing dollars to work harder. They are working with fewer, more strategic partners, and driving performance and results is as essential as brand building these days.

Advertisers are accustomed to bringing their own data to digital to drive results, so why shouldn’t it be the same with TV? There can be a lot of hype in this industry about what’s new and the “next big thing in advertising,” but addressable is here to stay and is no longer about test budgets.

Addressable TV provides the precision of direct mail, the ROI of accountability of digital, the scale of TV and has moved from the testing phase to always-on activations as more marketers look to reduce waste and extend the reach of their linear TV campaigns. Moreover, it helps marketers manage their frequency more effectively and cut down on those redundant ads we’ve all seen cycling through our streams at one point or another.

Here are three new ways addressable is moving the needle for marketers and improving precision for TV buyers.

Addressable aids in frequency management

The technology of addressable also solves a few fundamental issues still plaguing linear television: reduced ratings, flattened reach curves and poor frequency management. The result is an oversaturation of ads reaching heavier TV viewers, underexposure of a brand’s message with light TV viewers and flattened reach curves.

In a traditional ad buy, advertisers are sometimes paying a premium to reach lighter TV viewers. Addressable lets brands frequency cap heavy TV-viewing households so campaigns are inclusive of light TV viewers. The result is extended reach and a better user experience.

Addressable reduces waste

Linear TV has had a longstanding history of attracting large budgets and incurring waste because of broad and blunt buys based primarily on demographics. According to eMarketer, advanced targeting inventory accounts for 3 percent or less of all national TV ad volume, which still gets transacted on age and gender demographics.

Addressable applies the data and promise of digital to traditional TV to drive precision. And in today’s data-driven, ROI-centric environment where marketers are forcing accountability from their partners and publishers, blunt force instruments alone are no longer acceptable.

Addressable helps advertisers cut the excess and reduce costs as a result. While it’s true that addressable CPMs could cost you more than a standard linear CPM, when you stack it up against your target or effective CPM in linear, it’s actually much more cost effective since you’re not paying for all those wasted impressions.

A trusty complement to linear TV

Let’s face it: Despite the waste marketers can incur in traditional TV, it’s still a trusted driver of awareness and consideration for brands. Increasingly, even advertisers with large TV spend and broad audience targets are benefiting from addressable TV since it’s inherently data-driven.

Addressable is much more than a direct-response tactic. It’s beneficial for creative versioning and frequency testing. Applying that valuable data for TV decisions is not only good for the consumer, but it’s better for the bottom line.

Contrary to popular belief, addressable isn’t only for influencing highly considered purchases or big-ticket items anymore. Addressable can certainly sell cars, but it’s quickly becoming a tactic even everyday consumer brand advertisers are taking advantage of. The savviest marketers and niche direct-to-consumer brands are increasingly leveraging addressable to sell more product to specific audiences and cement their message in consumers’ hearts and minds.

The new year will be the year addressable TV reaches its tipping point. The total number of households equipped to serve an addressable ad has increased from about 68 million households to 74.9 million in 2018, according to eMarketer, which represents well over half of the Nielsen-estimated 119.9 million TV homes in the U.S. And while the notion of addressable inventory has traditionally been relegated to the two minutes per hour, lack of scale is an old argument, thanks to the rise of the virtual multichannel video programming distributor (VMVPD) and the possibility of lighting up more premium addressable network inventory.

Written by: Rick Welday, President of Xandr Media.

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INVIDI Technologies Announces the Acquisition of Ooyala’s Advertising Technology Division

Princeton, NJ (December 5, 2018) – INVIDI Technologies Corporation, the leading provider of addressable television advertising systems, announced today they have acquired the advertising technology division (formerly Videoplaza) of Ooyala.  The division provides a Software as a Service (SaaS) ad serving platform specializing in digital video advertising and programmatic trading.  INVIDI will bring on over forty software engineers and account managers in the US, UK, Sweden and India. Financial terms of the transaction were not disclosed.

The purchase of Ooyala’s Advertising Technology division, based in Stockholm, Sweden increases INVIDI’s global leadership position within the addressable advertising marketplace. Ooyala’s Pulse product, deployed with over 40 customers in Europe, India and other countries, is a sell-side video ad serving platform for broadcasters and premium publishers who run a digital video advertising business.  Pulse provides a holistic approach to ad serving allowing video publishers to manage, serve and optimize ad delivery and monetization across direct and programmatic sales channels, all within a single user interface.

“The combination of Ooyala’s advertising technology with INVIDI’s addressable television advertising system will provide our global clients with a best in class, cross-platform ad management and addressable advertising product suite” said David Downey, CEO of INVIDI. “INVIDI is dedicated to enhancing the value of TV advertising through addressable advertising wherever and whenever viewers are watching.  The acquisition of Ooyala’s advertising technology extends the reach of advertiser campaigns with a single campaign management system providing consistent experience management and enabling extended optimization techniques. “

About INVIDI Technologies Corporation
INVIDI is a developer of addressable advertising technology, allowing television advertisers to show their advertising spots to their targeted audiences more efficiently, more effectively and with significantly reduced waste. INVIDI contracts with leading multichannel video programming distributers (MVPDs) to include its software in their respective set-top boxes, DVRs and other user equipment devices to deliver targeted advertisements based on a variety of demographic attributes selected by the advertisers. INVIDI has also developed a cloud-based solution for deployment in Internet protocol-based platforms.  INVIDI’s proprietary addressable advertising technology is currently deployed in over 30 million households.

CONTACT: Drew Kerr,, 212-849-8250
Michael Kubin,, 917-676-3590

How an Acronym You’ve Probably Never Heard of Will Change TV Advertising Forever

ACR will kick the addressable revolution into overdrive

In ACR data, brands have the tools they need to execute true measurement and attribution. Getty Images


( – For years, brands have salivated over the prospect of fusing the best aspects of digital marketing with the tried-and-true canvas of linear television.

Unfortunately, a lack of addressable inventory and a paucity of measurement tools have prevented advertisers from executing campaigns at scale. Today, the addressable TV market, while growing, makes up a small fraction of the approximate $70 billion that brands spend annually on TV advertising.

On the bright side, all of this is beginning to change. In 2017, eMarketer estimates that addressable TV spending grew by more than 65 percent, topping $1 billion for the first time. Meanwhile, there are now more than 74 million households with the requisite technology to be targeted on a one-to-one level.

“Whereas an addressable ad buy tells brands who they’re paying to reach, ACR (automated content recognition) data tells them whether those folks actually viewed their ad.”

But what’s really going to kick the addressable revolution into overdrive is the rise of ACR (automated content recognition) data. If you’re unfamiliar, ACR is a technology used to automatically detect and index content that is playing on television in real-time. As a result, brands are able to use this information to determine when a given consumer sees their ad. As ACR data becomes more widespread, the sky’s the limit for addressable TV.

Addressable’s steady growth is beginning to add up

At the beginning of March, Forrester Research analyst Jim Nail published a survey indicating that addressable TV had reached what he described as an “inflection point.” The report found that 15 percent of the surveyed Association of National Advertisers members are regularly using addressable in their TV plans, with an additional 35 percent reporting that they have experimented, but need to learn more.

Indeed, as AT&T AdWorks president Rick Welday noted in an opinion piece late last year, addressable is already in use by a number of major travel brands. He went on to describe the ways that airlines and amusements parks drove awareness, intent and recall by honing in on audience segments such as “25-54 year-old married women with children in the household.” With that kind of “incredibly sophisticated data-driven targeting” in a “premium, brand-safe environment,” it’s no wonder that GroupM’s Jakob Nielsen recently described addressable TV as “the most sexy advertising product in the world.”

ACR is about to take addressable to the next level

Of course, addressable TV is about to get even “sexier.” In ACR data, brands have the tools they need to execute true measurement and attribution.

Whereas an addressable ad buy tells brands who they’re paying to reach, ACR data tells them whether those folks actually viewed their ad. Previously, the multiple system operators (MSOs) or multichannel video programming distributors (MVPDs) which ran the addressable campaign were the only source of activation data. ACR data provides the first independent verifiable source.

Moreover, by connecting ACR exposure data to offline shopping data sets, advertisers can close the loop on whether their targeted addressable campaign actually delivered results. For instance, a insurance brand might use ACR data to compare the policy binds from people who saw its linear TV ad against a those from an addressable TV campaign. They can then understand cost per new policy sold across both campaigns and identify segments that react to one over the others for future investments.

ACR data also provides cost efficiency for addressable ads, and MSOs and MVPDs can leverage the ad exposure data at device level to fine-tune the targeting of addressable ads by eliminating segments that are already getting a higher frequency on linear and adding segments that are low or zero frequency on linear for specific brands, thus eliminating waste.

It’s time to start preparing for an addressable future

All signs point to addressable TV growing its market share with each passing year. In fact, eMarketer predicts that U.S. addressable spend will increase by nearly 80 percent in 2018 alone. And with ACR data providing the closed-loop attribution our industry has long sought, brands can finally spend with full confidence that they’re really getting their money’s worth.

For advertisers, the time is now to begin investing in this exciting, emerging medium. When all of your competitors are putting their money into high-performing, precisely targeted television campaigns, you can’t afford to be left behind.

Written by: Ashish Chordia, founder & CEO of Alphonso.

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Liberty Global to use machine learning to target ad market with Liberty Insights

Liberty Global is going on the offensive against tech giants Google and Facebook by working collaboratively with broadcasters and the veracity and scale of data harvested from its own platforms.

Laurence Miall-d’Aout

( – “There are lots of fears about how big the threat GAFA [Google, Apple, Facebook and Amazon] has become and how regulation doesn’t seem to apply to them but they don’t have the rich data about how customers behave which we do,” Laurence Miall-d’Aout, VP, data and advanced advertising, Liberty Global told Cable Congress in Dublin. “That is our data and it is up to us – and the cable industry as a whole – to harness this data better.

The cable giant is developing Liberty Insights, presented as a single platform encompassing aggregated consumer data from its 24 million customers, accessed over 14 million devices and uniting 15 billion viewing hours combining customer and viewing data with third party data.

It will use Machine Learning to offer insights on advertising and programming to broadcasters within its stable on a local and macro level.

Broadcasters are increasingly looking to exploit data from user sign-ins and subscriptions in the hope this will lift their fortunes in an advertising market dominated by the major tech platforms. This data will be used to generate the kind of personalised content recommendations that are familiar to customers of streaming services, while it will also allow for more relevant advertising, according to Liberty Global.

“Our first party data can measure against GAFA,” Miall-d’Aout declared. “We are an alternative to Facebook and Google.”

It is one of a multiplicity of industry initiatives seeking to fill the void left by standard TV audience measurements which have struggled to keep pace with advertiser demand for accurate and reliable cross-platform metrics.

“We cannot replace Nielsen and BARB,” she said. “Barb and Nielsen have rigourous research and methodology that we can learn from and even use for our algorithm. But our data with its granularity can provide attribution in a way TV could not offer before.

Like commercial TV broadcasters, the cable operator is looking to turn the concerns marketers such as P&G and Unilever have about brand safety into its advantage.

“A lot of brands turning away from digital money and we are pushing that money back to DTV,” she said.

She said Liberty offered the attributes which had enticed brands to digital platforms in the first place, namely: scale, data, attribution (accountability) and the ability to trade easily.

The company is rolling out addressable advertising in its various territories. With TV3 Group, the Irish commercial broadcaster it owns, Liberty will likely launch TA this year, through the partnership between Virgin Media and rival Sky [Sky AdSmart] announced last June. [TV3 is on track to rebrand its three channels – TV3, 3e and Be3 – as Virgin Media Television in the second quarter of 2018].

“We have opened up Virgin Media in the UK and Ireland where addressable ads are the beginning of the creation of a new marketplace [for addressable ads].”

It has made similar moves in Belgium with cable broadband services provider Telenet.

“As an ecosystem we need TV to stay relevant,” insisted Miall-d’Aout. “We need those TV broadcasters to make money and to that they can recoup some of their traditional business [from the tech giants] and that’s where our data can play a role.”

“We have been historically very poor in creating a unified data sets. The data sets in our organisation have been collected in silos making it difficult to change overnight to a culture based around AI and ML.

She added that the Liberty’s advanced advertising and data unit was on the hunt for ‘data scientists’ to help it adapt.

“I believe if we create our own data platform we can defend ourselves against GAFA,” said Miall-d’Aout. “We can use the data to launch new product, gain new audiences, derive new data and drive innovation.”

She added: “Seventy per cent of the big data initiatives are not profitable. We have the opportunity to change that at Liberty.”

Liberty Global has operations in 12 European countries under the consumer brands Virgin Media, Unitymedia, Telenet and UPC. In addition, it owns 50% of VodafoneZiggo, a joint venture in the Netherlands, as well as significant content investments in ITV, All3Media, LionsGate, Formula E racing series and several regional sports networks.


Written by Adrian Pennington

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