WPP, AT&T, and Dish Network L.L.C., a wholly owned subsidiary of Dish Network, recently announced their plans to acquire INVIDI Technologies, one of the leaders in offering addressable advertising platforms.
INVIDI has stated that they will continue to operate independently even after the acquisition under the collective ownership of these three major companies. However, each of these companies can name their representatives, who will be selected to the board of directors of INVIDI. AT&T has decided to hold a controlling interest in the latest venture from the companies.
The software from INVIDI will enable the advertisers to deliver addressable video advertising to target audience across multiple distribution platforms and on TV. The ads will be delivered through INVIDI’s technology in order to target the households, which can be matched to thousands of psychographic or demographic attributes or even to a customer list, provided by the advertiser. This will in turn offer an opportunity for media buyers and advertisers to control the frequency, separation and reach across the video platforms.
Rick Welday, President of AT&T AdWorks said, “INVIDI gives us a great opportunity to expand our addressable advertising capabilities. 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.”
Warren Schlichting, Dish Network’s executive vice president of Marketing, Programming and Media Sales said, “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.”
Dave Downey, INVIDI’s CEO said, “This is an exciting day for INVIDI, our customers, industry partners, employees and investors. Maintaining our independence and deepening our existing relationships with AT&T, DISH and WPP is a big move for our company and our people. Our ability to increase the value of ad inventory is transforming the way video advertising is purchased and distributed.”
Irwin Gotlieb, Chairman, GroupM Global, WPP’s wholly owned media investment management company said, “We were the first strategic investor back in 2007 and are retaining our position so that we can influence the addressable ecosystem for the benefit of our clients.”
Neither of the companies has yet disclosed the financial details of this acquisition, but reports indicate that the deal will happen during the first quarter of 2017.