Motorola Invests in Ad Tech Firm Invidi. NEW YORK Motorola's venture capital division has made an undisclosed strategic investment in Invidi, a start-up technology firm that promises to improve TV ad targeting.
In December, Invidi received a similar cash infusion from several investors, including WPP Group's GroupM. At that time, GroupM's chief executive Irwin Gotlieb was named to Invidi's board of directors. The eight-year-old Invidi is one of several technology companies looking to conquer the emerging "addressable television" sector. Theoretically, Invidi's product allows advertisers to target specific TV ads to viewers based on their age, location, sex and other factors, enhancing the effectiveness of the medium for brands.
"Addressable television advertising is a growing field that will change the future media landscape," said William Reinisch, vp, New Initiatives, Motorola strategy group. Microsoft to Buy Web Ad Analysis Company. Just An Online Minute… AOL Buys Bebo, Sheds Ad Execs. Mobile-Ad Firm Gets Hitched. Google Buys Russian Contextual Ads Service for $140m.