“Every intersection of content and audience takes on an opportunity cost that doesn't exist within the traditional TV business model,” he added.
Invidi will also improve online content distribution and make Dish and AT&T/DirecTV’s legacy satellite distribution businesses more “interoperable” with newer ad formats, Cooke said.
Invidi can also help suppliers aggregate local cable inventory into an age and gender rating on par with broadcast TV spots, according to research firm BIA Kelsey.
“This [deal] effectively streamlines AT&T's and Dish's aggregation business, which have both been operating on some variation of Invidi’s platform for several years,” Cooke added.
For AT&T, Invidi represents another investment in data and addressability.
AT&T AdWorks’ president, Rick Welday, recently told AdExchanger that beyond AT&T’s ability to serve addressable TV ads to 14 million households across 30 million devices, AT&T will “continue to improve our addressable, cross-screen offering.”
Invidi’s primary competitor is Visible World, an addressable TV ad platform owned by Comcast.