INVIDI Technologies

Established in 2000, INVIDI Technologies operates at the forefront of the addressable advertising market, providing solutions that enable precision-targeted advertising on television with the accuracy of digital platforms. The company was co-founded by David Downey and Bruce Anderson, who both serve as Co-CEOs. Downey, a 45-year veteran of the television business and serial entrepreneur, brings extensive experience in cable operations and advertising. Anderson is a recognized expert in digital video technology, holding key industry patents and contributing to the development of the ATSC Digital Television Standard.

INVIDI's core business revolves around enabling television service providers—including cable, satellite, and IPTV operators—to deliver different commercials to different households during the same commercial break. This capability transforms traditional, broad-reach TV advertising into a targeted, measurable, and more efficient medium, reducing wasted impressions. The company's revenue is generated by providing its proprietary software and technology to these operators, which increases the value of their ad inventory. Clients include major multi-channel video programming distributors (MVPDs), advertisers, and media buyers. In January 2017, INVIDI was acquired by a consortium of AT&T, DISH Network, and WPP, with AT&T holding a controlling interest. More recently, in January 2025, DirecTV acquired majority ownership, though INVIDI continues to operate as an independent company.

The company's technology suite includes INVIDI Conexus™, a platform for programmers to deliver addressable ads across various distributor footprints; INVIDI Edge®, a cross-platform solution ensuring consistent ad delivery wherever the viewer is watching; and INVIDI Pulse™, a sell-side solution for broadcasters. These Emmy® Award-winning technologies work together to allow advertisers to target audiences based on thousands of demographic or psychographic attributes while protecting viewer privacy. The company has a significant global presence, with active deployments and partnerships in the US, Europe, Latin America, and Asia, including collaborations with Tata Elxsi and major Indian MSOs like Hathway and DEN Networks.

Keywords: addressable advertising, television advertising, ad tech, video advertising, targeted ads, media technology, broadcast technology, advertising platforms, programmatic TV, data-driven advertising