DirecTV to Serve Up Targeted Ads

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.,

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in