Global addressable solutions company Invidi Technologies and digital platform security firm Irdeto are introducing deployment-ready integrated technology for pay-TV operators.
The new solution all television set-top boxes that have Irdeto’s broadcast middleware technology immediately addressable, letting marketers insert targeted ads through Invidi’s cloud-based Edge platform and providing end-to-end measurement, according to the companies.
This opens up addressability to individual broadcasters and operators, as well as satellite, cable and linear broadcast MVPDs.
The solution is expected to be of particular interest to pay-TV operators outside of the U.S. and Europe that are starting to seek revenue streams beyond subscription fees.
Pre-integration with platform-agnostic middleware allows for avoiding the significant software development on various types of set-top boxes normally required for addressable implementation.
The solution provides an unified audience view for advertisers, and a quick route to bringing ad inventory to market for sellers and publishers, says Prasad Sanagavarupu, Invidi senior vice president, emerging markets.