Addressable Ads Could Reinvigorate TV†

Better Targeting Would Improve Efficiency, but Scale Remains a Major Hurdle

Advertising Age, November 17, 2008 — Satellite-TV firm Dish Network and ad-tech firm Invidi struck an agreement last week that involves "advanced receivers," "targeted advertising delivery" and "dynamic commercial insertion." Behind the tech talk is something media executives such as Group M's Rino Scanzoni believe is nothing short of "the renaissance of the TV business."

The Dish-Invidi pact calls for developing of the ability to sell ads that can be sent to specific households based on geographic and demographic information.