Dish, AT&T and agency giant WPP team to buy ad tech company Invidi

Dish Network satellite dishes on rooftop
Image: Dish Network

Dish Network and AT&T have partnered with global ad agency WPP to jointly purchase Invidi Technologies Corp., which specializes in addressable advertising. 

Terms of the deal, which the companies jointly announced Monday, weren’t disclosed. 

RELATED: From DAI to programmatic: Why advanced advertising is giving pay-TV operators a reason to stay in the video biz

Sponsored by Google Cloud

Webinar: Remote Post Production In The Cloud

Video production companies across the world have traditionally been tethered to physical facilities, but with the advent of covid-19, remote post production capabilities are more important than ever. Join this webinar to learn more about how video producers can utilize Google Cloud infrastructure, along with partner applications, to develop a remote post production suite that brings your artists and editors together, no matter where they are.

Under terms of the deal, which is expected to close in the first quarter, AT&T will own a controlling stake in the Princeton, New Jersey-based company, but Invidi will continue to operate independently. Invidi also has offices in Newtown, Pennsylvania, New York, Denver, Colorado and Edmonton, Alberta, in Canada.

According to the company’s Crunchbase profile, it has been privately funded since its founding in 2000, to the tune of more than $132 million, with AT&T unit DirecTV and WPP serving as the lead funders. 

Invidi ad tech lets advertisers target their commercials to specific audiences, letting, say, automakers deliver commercials only to viewers who appear, through data, to be in the market for a car or truck. In the realm of pay-TV, AT&T and Dish Network are the leaders in such addressable advertising wherewithal. 

“Invidi gives us a great opportunity to expand our addressable advertising capabilities,” said Rick Welday, president of AT&T AdWorks, in a statement. “We have significantly increased revenue with targeted advertising across multiple platforms. This deal will help us accelerate growth in our addressable advertising business and explore innovation and expansion into new platforms.”

“This is an opportunity to push innovation through the platform and expand the reach of addressable TV advertising, moving the advertising industry forward for brands and consumers,” said Warren Schlichting, DISH executive vice president of Marketing, Programming and Media Sales.

Suggested Articles

Locast, a free streaming app for local broadcast television, has added Minneapolis and St. Paul to the list of cities that can access its service.

Disney’s stake in fuboTV hits the books not long after the company reached a distribution deal with fuboTV.

TiVo said that its recent Stream 4K connected TV device is selling faster than any of the company’s previous hardware releases.