Invidi partners Hathway, DEN to introduce targeted advertising on digital cable

Invidi Technologies has partnered with India's leading multisystem operators (MSOs), Hathway Digital and DEN Networks in India, to introduce advanced targeted advertisement solutions for digital cable TV.

Both Hathway Digital and DEN will leverage Invidi Technologies' cutting-edge ad tech through this strategic alliance to deliver highly targeted and personalised advertisements to their diverse audiences.

This solution will ensure anomalies of linear TV advertisements are addressed and advertisements are delivered to the customers with the required advertiser’s cohorts of customer profiles.



This innovative approach will open new avenues, improve media buying efficiencies, and allow brands to reach specific viewer segments with tailored messages, enhancing the relevance and effectiveness of their money spent on advertising campaigns.

Prasad Sanagavarapu, Chief Operating Officer of Invidi Technologies, stated, “Our collaboration with both Hathway and DEN represents a major advancement for content owners, viewers, and advertisers alike. By deploying Invidi’s Addressable TV solutions, Hathway and DEN will enable brands to optimize their marketing spend by delivering relevant ads directly to their target audiences. This partnership underscores our commitment to enhancing the Indian advertising ecosystem with state-of-the-art technology.”

“We’re excited to integrate Invidi’s technology into our operations. This partnership is a game-changer for our advertising partners, giving them the ability to target their audiences with unprecedented precision. For our subscribers, it means receiving more relevant and engaging content, which enhances their overall viewing experience. By bringing Invidi’s advanced solutions to the Indian market, we’re not just improving our advertising offerings but also providing our subscribers with more relevant content and less ad clutter," a DEN Networks spokesperson said.


“We are delighted to bring for the first time in Digital Cable TV a targeted advertisement solution, and Partnering with Invidi Technologies represents a major milestone in our commitment to delivering cutting-edge solutions to our advertisers,” a Hathway Digital spokesperson noted. “This partnership will redefine the advertisement on digital cable TV and enable us to offer a new level of precision in linear TV advertising. With this, brands can connect with their audiences more meaningfully.”

Addressable TV advertising represents a departure from traditional broad-spectrum TV ads. Unlike conventional methods, which cast a wide net, addressable ads allow for precise targeting based on viewer demographics, interests, and behaviors. This tailored approach not only improves the relevance of the advertising content but also boosts engagement and maximises the return on investment for advertisers by minimizing wasted impressions.