• by Wayne Friedman , May 27, 2010

Addressable advertising company Invidi Technologies got another big boost by adding global information company Experian to its ranks of investors, while establishing a joint venture with the company.

Google was added to its list of investors in May as part of a new round of $23 million in financing, which also included previous Invidi investors GroupM, Motorola Ventures and venture-capital firms Menlo Ventures, InterWest and EnerTech.

Financial terms of the Experian deal were not disclosed. As part of the deal, Kosta Skoulikaris, senior director of digital advertising services for Experian, will serve as an observer to Invidi's board.

Victor Nichols, chief executive officer of Experian North America, stated: "This key offering for television advertisers will help them make better decisions powered by our data, analytics and marketing technology."

David Downey, CEO of Invidi, added that with the companies working together: "Advertisers for the first time will be able to close the loop and truly measure the effectiveness of television advertising, while also leveraging Experian's depth and breadth of data sources for consumer segmentation and advanced targeting."

Invidi has distribution agreements for its addressable advertising technology with satellite operators DirecTV and Dish Network, which can geographically target commercials -- ads that can be stored on subscribers' set-top boxes.

Comcast has successfully tested the Invidi technology in its Baltimore, Md. system in partnership with clients from media agency Starcom MediaVest.