Experian and INVIDI Link for TV Segmentation

Global information giant Experian has partnered with targeted ad tracking software developer INVIDI, to provide consumer segmentation across traditional and digital media for advertisers, TV networks and multichannel TV distributors.

New York City-headquartered INVIDI provides tools which enable clients to selectively target TV viewers with what it describes as 'the same pinpoint accuracy' as direct mail and database marketing, delivering multiple and distinct ads to different households or individual set-top-boxes during a single commercial break.

Through the partnership, this will be combined with Experian Marketing Services' (EMS) data to enhance the effectiveness of advanced ad techniques based on accountable measurement of TV. The firms say the deal will offer consumer data from 215 million individuals and 110 million households in the US.

'With EMS and INVIDI working together, advertisers will be able to truly measure the effectiveness of TV advertising for the first time, while also leveraging EMS' depth and breadth of data sources for advanced targeting,' stated INVIDI CEO David Downey. 'Not only will advertisers learn what is working, but they will also learn what is ineffective and be able to use that information to improve future campaign performance.'

As part of the deal, Kosta Skoulikaris, EMS's Senior Director of Digital Advertising Services will join INVIDI's Board as an observer.

Web sites: www.experian.com and www.invidi.com .