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Motorola bets on INVIDI Technologies

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Schaumburg, Ill.—Motorola Inc. said Wednesday that it has made a strategic investment in INVIDI Technologies Corp., which provides “addressable” advertising for TV. The investment was made through Motorola Ventures, the company’s strategic venture capital unit.

Financial details of the investment were not disclosed.

INVIDI’s proprietary technology delivers addressable commercial messages tailored to particular television viewers. The technology is designed to determine a viewer’s age, gender, location and other characteristics.

“Addressable television advertising is a growing field that will change the future media landscape,” said William Reinisch, VP-new initiatives for the Motorola Strategy group, in a news release. “INVIDI’s core competencies in inferring end user behavior and delivering targeted advertisements are important to the evolution of addressable television advertising and advertising-supported business models.” —Matthew Schwartz

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