WPP, AT&T and Dish Buy Ad Targeting Firm INVIDI

In the US, WPP has teamed up with telecoms conglomerate AT&T and satellite service provider Dish Network to acquire ad tracking and targeting software developer INVIDI Technologies. Terms of the deal have not been disclosed.

INVIDI provides tools which enable clients to deliver multiple and distinct ads to different households, matched to thousands of demographic or psychographic attributes during a commercial break. The firm's services will compliment AT&T AdWorks, which serves live, linear addressable advertising to more than fourteen million households nationwide and manages data from over 35 million set top boxes; and DISH Media Sales' portfolio, which currently serves targeted advertising on approximately 100 networks to more than eight million households nationwide through both the DISH and Sling TV platforms.

Following the acquisition, INVIDI will continue to operate independently under the three companies' collective ownership, with AT&T holding a controlling interest in the venture. The three owners will work together, and with other existing INVIDI customers, to continue to expand its addressable capabilities and product offerings to other video delivery platforms and providers. INVIDI's current operations and employees will be maintained in their current locations in Princeton, NJ; Newtown, PA; New York; Denver, CO; and Edmonton, Alberta, Canada.

Commenting on the deal, Irwin Gotlieb, Chairman of WPP's GroupM Global, said that as INVIDI's first strategic investor back in 2007, his firm is retaining its position so that it can 'influence the addressable ecosystem for the benefit of clients'. INVIDI CEO Dave Downey (pictured) adds: 'This is an exciting day for INVIDI, our customers, industry partners, employees and investors. Maintaining our independence and deepening our existing relationships with AT&T, DISH and WPP is a big move for our company and our people'.

Web sites: www.wpp.com , www.att.com , www.dish.com and www.invidi.com .