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In a deal that will allow DirecTV to serve up local advertising, the satellite TV operator announced Wednesday that it will begin deploying software developed by the GroupM-backed Invidi Technologies Corp.
The agreement follows a similar arrangement that was hashed out between the addressable-advertising software company and DirecTV rival DISH Network. That deal was announced in November 2008.
Once the Invidi software goes online––DirecTV will upload the program to its subscribers’ digital set-top boxes––the operator will be able to insert local advertising, allowing marketers to target a sedimentary band of targets, ranging from DMA to zip-plus-four to individual households.
Under the new targeting system, DirecTV will push local ads in advance of their airdates, where they will be stored at the premises level (i.e.,
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