June 24, 2021 11:31 am Published by

Powerful agreement speeds cutting-edge targeted advertising technology for pay-TV operators,

providing opportunities for new revenue streams beyond subscriptions


PRINCETON, NJ and AMSTERDAM, The Netherlands (June 24, 2021) – Global addressable solutions company INVIDI Technologies and Irdeto, the world leader in digital platform security are rolling out a ready-to-deploy integrated technology for pay-TV operators. An emphasis will be placed on the APAC, MENA, Sub-Saharan Africa, and India markets.

The collaboration of two industry innovators enables every television set-top box containing Irdeto’s broadcast middleware technology to become instantly addressable, allowing marketers to accurately and quickly insert the right ads to the right targeted audiences at the right times, via INVIDI’s market-leading cloud-based INVIDI Edge™ platform. INVIDI recently won its second Technology & Engineering Achievement Emmy® Award from The National Academy of Television Arts & Sciences.

The new collaboration allows broadcasters and operators, as well as satellite, cable and linear broadcast MVPDs, to take advantage of cutting-edge addressability technology, thereby increasing ad inventory value and driving new revenue possibilities for ad sales — both with end-to-end measurement and accountability.

While addressability has been beneficial for the US and European operators for some time, pay-TV operators globally are now looking for revenue streams beyond traditional subscriptions will see this as a welcome opportunity. This partnership clears barriers for operators and moves addressable advertising into an easier “express lane” for them.

Previously, an addressable implementation required considerable software development on various types of set top boxes, deterring investment into this growing space. Pre-integration with platform agnostic Irdeto middleware now enables a faster implementation of targeted advertisement to a global client base.

INVIDI and Irdeto will provide the required operator support for both the technology deployment and business process workflows for maximum revenue benefits.

“For advertisers and buyers, INVIDI provides a unified view of the audience,” explains INVIDI Senior Vice President, Emerging Markets Prasad Sanagavarapu. “For sellers and publishers, this integrated solution yields the quickest route for bringing their inventory to the market.”

“At a time when operators face challenges brought by the changing consumer viewing behaviors, targeted advertising offers them a potential for a significant new revenue stream. Our unique pay-TV operator heritage enables us to understand the challenges they face today and the opportunities tomorrow brings; and we are excited to be working with some of our key customers on the integration of the new easy-to-launch solution,” says Shane McCarthy, COO of Video Entertainment at Irdeto.


About INVIDI Technologies

Founded in 2003, INVIDI is the preeminent developer of global addressable advertising solutions, offering both linear and digital addressability through it stack of products, including INVIDI MediaHub, INVIDI Edge™, and INVIDI Pulse. INVIDI pioneered the development of addressable television, first in the United States and then globally in Europe, Latin America, Asia and Australia. INVIDI’s proprietary technology is able to provide addressability on both local, programmer advertising inventory on all MVPDs (cable, satellite and telco) as well as via online television distribution. INVIDI is co-owned by AT&T, DISH Network L.L.C., and WPP. For additional information, visit


About Irdeto

Irdeto is the world leader in digital platform security, protecting platforms and applications for video entertainment, video games, connected transport, connected health and IoT connected industries. Irdeto’s solutions and services enable customers to protect their revenue, create new offerings and fight cybercrime effectively. With more than 50 years of expertise in security, Irdeto’s software security technology and cyberservices protect more than six billion devices and applications for some of the world’s best-known and loved brands. People are Irdeto’s biggest strength and diversity is celebrated through an inclusive workplace, where everyone has an equal opportunity to drive innovation and support Irdeto’s success. With a unique heritage in security innovation, Irdeto is the well-established and reliable partner to build a secure future where people can embrace connectivity without fear.

For more information, please visit


For more information, contact:

Drew Kerr

INVIDI Technologies

Tel. +1 212 849 8250


Irdeto Media Team

Sanna-Maaria Mattila

Tel. +31 6 2133 9139


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This post was written by INVIDI