Advertising Age Article Abstract
NBC Universal Invests in Addressable-Ad Concern Invidi
NBCU Wants to "Test" Future Models as Ad Business Grows Complex
NEW YORK (AdAge.com) -- NBC Universal has made a strategic investment in Invidi Technologies Corp., a company that has developed software that enables marketers to send different commercials to different households via use of a set-top box. The alliance is a signal that TV broadcasters are growing more interested in the technology behind so-called "addressable advertising," that could change the way in which media outlets conduct business. ...