What INVIDI Technologies does

INVIDI Technologies Corporation is a private addressable TV advertising technology company founded in 2001 and headquartered in Princeton, New Jersey. The company developed and operates the INVIDI Advatar® system, which enables household-level targeting of television advertising by embedding decisioning logic in set-top boxes and other addressable-enabled devices. Core technical components include the Ad Decision Engine (ADE) embedded in set-top boxes, the Cloud Decision System (CDS) for OTT/IP-addressable devices, and the AdProcessor (ADP), which handles smooth transitions between network and addressable ad breaks via time-compressed black-frame insertion. Commercial product suites span INVIDI Conexus® (campaign management and order distribution), INVIDI Edge® (supply-side monetization for linear, streaming, and AVOD), INVIDI Pulse™ (programmatic ad serving and optimization across direct and programmatic channels), and INVIDI Satellite Switching™ (addressable advertising on satellite TV platforms). The company introduced INVIDI Fuse™ in November 2025, a client-side manifest manipulation product that flattens cloud delivery costs for live-event addressable advertising.

INVIDI makes money through software and platform licensing to operators and broadcasters (a recurring-license revenue stream) plus usage-based or per-transaction fees charged when the Ad Decision Engine selects and delivers a targeted advertisement. Pricing is negotiated rather than publicly disclosed. Go-to-market is enterprise field sales supplemented by channel/reseller relationships with major Multiple System Operators (MSOs), satellite operators, and programmers, including DirecTV, DISH Network, Tata Play, Hathway Digital, and DEN Networks, as well as regional broadcasters such as Thaicom in Thailand. The company maintains wholly-owned subsidiaries in Sweden, India, Canada, and Singapore and operates across North America, Europe, APAC, MENA, and Latin America.

The company is jointly owned by a consortium of DirecTV (which acquired a majority/controlling interest in January 2025), DISH Network, and WPP, with each owner holding board seats. The current leadership team includes Co-CEOs David Downey (cofounder) and Bruce Anderson (also Global CTO), President and CFO Chris O'Toole, and COO Prasad Sanagavarapu, supported by regional MDs for APAC and LATAM. INVIDI has received two Technical Emmy Awards (2006 and 2021) for addressable advertising innovation and an NAB Convention "Best in Market" recognition for Conexus in 2022.

Name

INVIDI Technologies

Legal name

INVIDI Technologies Corporation

Website

http://invidi.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

101–250 employees

Short description

INVIDI Technologies is a private, Princeton-based addressable TV advertising technology company whose embedded set-top box and cloud decisioning platforms enable household-level targeted advertising for cable, satellite, and streaming operators worldwide, and is jointly owned by DirecTV, DISH, and WPP.

Ownership category

akta.pro rank

Product category

Addressable TV Advertising Technology

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)

SIC

Services-Advertising (7310), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Connected TV (CTV) & OTT Performance Advertising (BPAFACAG)

Keywords

• Addressable TV advertising
• Campaign management platform
• Programmatic advertising technology
• Ad decisioning engine
• Supply-side ad platform

Headquarters

HQ city

Princeton

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Software/Platform Licensing: Licensing of INVIDI's addressable advertising technology platform (Conexus®, Edge®, Pulse™) to operators and broadcasters. Operators deploy the software to enable targeted advertising capabilities across their subscriber bases.
2. Technology Fees - Ad Decisioning: Per-transaction or usage-based fees for ad decisioning services. Fees are charged when the Ad Decision Engine selects and delivers targeted advertisements to households.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

INVIDI Technologies provides an addressable TV advertising platform that enables household-level targeted advertising across linear broadcast, streaming, and AVOD. Its software suite — Conexus (campaign management), Edge (supply-side delivery), Pulse (programmatic ad serving), Satellite Switching, and Fuse (live TV cost optimization) — is licensed to cable, satellite, and DTH operators, broadcasters, and programmers, and used by advertisers to plan, deliver, and measure targeted TV ad campaigns. The platform leverages set-top box-embedded ad decisioning, cloud-based decisioning for OTT, and chipset-level integration to enable privacy-compliant, real-time household targeting.

Product overview

INVIDI Technologies offers a modular addressable TV advertising platform consisting of four primary solutions: INVIDI Conexus® (consolidated campaign management and order distribution), INVIDI Edge® (supply-side solution for linear, streaming, and AVOD delivery), INVIDI Pulse™ (programmatic ad serving and optimization), and INVIDI Satellite Switching™ (satellite TV addressable advertising). The platform is powered by the patented INVIDI Advatar® system and core components including the Ad Decision Engine (ADE), AdProcessor (ADP), and Cloud Decision System (CDS). Recently, INVIDI introduced INVIDI Fuse™ as a cost-reduction module for live TV ad delivery. The system enables household-level targeting via set-top boxes and addressable-enabled devices, supporting multiple delivery modes including Aggregation, SASO, MASO, and ZTA. INVIDI's technology has been recognized with multiple Emmy® Awards and generates billions of dollars in advertising revenue for clients. The company is jointly owned by DIRECTV, DISH, and WPP, and operates globally across the US, India, APAC, MENA, Europe, and Latin America.

Differentiator

Problem solved

Functional benefit

Brands

• INVIDI Advatar®: Patented addressable advertising system that provides content providers the ability to deliver targeted advertising to the right audience at the right time
• INVIDI Conexus®
• INVIDI Edge®
• INVIDI Pulse™
• INVIDI Satellite Switching™
• INVIDI Fuse™
• AdProcessor (ADP)

Products and services

• INVIDI Conexus® A consolidated campaign management and order distribution platform that connects the entire addressable advertising ecosystem, enabling advertisers to precisely target households and deliver analytics-driven campaigns across multiple markets and platforms. Licensed to operators and broadcasters.
• INVIDI Edge® A supply-side solution for distributors and programmers to deliver addressable advertising on linear broadcast, streaming, and AVOD platforms. Enables household-level targeting via set-top boxes and other addressable-enabled devices.
• INVIDI Pulse™ A sell-side ad serving and programmatic platform that enables broadcasters and premium publishers to manage, serve, and optimize ad delivery across direct and programmatic sales channels in a single interface. Decides which video ads to show on available inventory and ensures the best price for every impression.
• INVIDI Satellite Switching™ A solution enabling addressable advertising on satellite TV platforms, allowing targeted ad delivery across satellite footprints and enabling broadcasters to monetize their content more effectively.
• INVIDI Fuse™ A breakthrough product leveraging patent-pending client-side manifest manipulation technology that drastically reduces the cost of delivering targeted ads on live TV. Ensures cloud delivery costs remain flat regardless of audience size, making targeted advertising on live TV highly profitable and scalable for major live events. Integrates with INVIDI Conexus and INVIDI Pulse platforms.
• INVIDI Advatar® INVIDI's patented addressable advertising system that provides content providers (cable operators, satellite providers, telephone companies) the ability to deliver targeted advertising to the right audience at the right time. Includes tools to target viewing audiences by any number of characteristics and optimizes existing inventory for higher monetary returns.

Quantifiable outcome

• Billions of dollars in advertising revenue generated for clients

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability4 records

Feature7 records

Partnerships

Six partnerships are on record, tiered core.

• Enghouse NetworkscoreTechnology or IntegrationIntegration partnership for addressable TV advertising across IP video environments. Enghouse Networks integrates INVIDI's targeting technology into their IP video solutions.
• MirakulocoreStrategic or Co-development PartnerStrategic global partnership for addressable advertising across broadcast platforms. Joint development and deployment of targeted advertising solutions.
• ThaicomcoreStrategic or Co-development PartnerPartnership to bring addressable advertising technology to Thailand's media industry, enabling targeted advertising across Thaicom's satellite footprint.
• Hathway DigitalcoreChannel Partner/ Reseller/ DistributorPartnership for digital cable TV addressable advertising in India. Hathway deploys INVIDI's technology to enable targeted advertising for their cable subscriber base.
• DEN NetworkscoreChannel Partner/ Reseller/ DistributorPartnership for digital cable TV addressable advertising in India. DEN Networks enables targeted advertising capabilities using INVIDI's platform.
• Tata PlaycoreChannel Partner/ Reseller/ DistributorLaunch of addressable advertising in India using INVIDI Conexus® platform. Tata Play, India's leading DTH operator, deploys INVIDI's technology.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• LiveRamp: Data connectivity platform enabling identity resolution and audience activation across CTV and digital. Comparable to the data-matching layer of INVIDI's household-level targeting stack.
• Operative Media: Ad management and billing platform for media companies, serving broadcasters and operators. Comparable to the campaign/order management aspects of INVIDI Conexus for the operator/programmer side.
• VideoAmp: CTV measurement and planning platform enabling cross-screen TV advertising currency. Tangentially comparable to INVIDI's measurement and analytics capabilities (Pulse, post-campaign reporting).

Direct peers

• Simulmedia: Addressable TV advertising platform using data-driven planning and activation across linear TV and CTV. Directly comparable as a household-level TV targeting and activation platform.
• Publica (by FreeWheel): CTV ad server now part of FreeWheel/Comcast, focused on linear addressability and server-side ad insertion for broadcasters. Directly overlaps with INVIDI Edge and Pulse for linear/CTV addressable advertising.
• Magnite: Leading independent sell-side platform (SSP) for CTV and video, formed via the merger of Rubicon Project and Telaria. Directly competes with INVIDI Edge and Pulse in monetizing CTV/OTT ad inventory.
• Innovid: Independent ad tech company providing ad serving, measurement, and creative personalization for CTV, linear, and digital video. Comparable to INVIDI's measurement/Pulse capabilities, with public-market transparency into CTV ad tech economics.
• FreeWheel: Comcast-owned ad management platform for premium video, providing ad serving, forecasting, and programmatic capabilities for TV publishers. Directly comparable to INVIDI Conexus/Pulse as a CTV/linear ad tech stack serving operators and programmers.

Broad incumbents

• The Trade Desk: Largest independent programmatic DSP with growing CTV focus and Solimar-based TV planning tools. Competes with INVIDI Pulse on the programmatic buying side, though broader across digital channels.
• Roku (Roku Ads): CTV platform operator with a sizable owned-and-operated ad business (Roku Ads). A broader incumbent that combines device, OS, and ad tech, competing with INVIDI for streaming ad budgets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/inviditech
• YouTubevimeo.com/user-194882722
• LinkedInlinkedin.com/company/inviditech

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Subsidiaries4 records

Funding overview

Funding rounds7 records

Investors15 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about INVIDI Technologies