DirecTV to Serve Up Targeted Ads

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In a deal that will allow DirecTV to serve up local advertising, the satellite TV operator today said it would begin deploying software developed by the GroupM-backed Invidi Technologies.

The agreement follows a similar pact 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 range of demos 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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