DailyTech - Google Looks to Take Over Your TV With $10M+ USD Invidi Investment

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Internet Google Looks to Take Over Your TV With $10M+ USD Invidi Investment
Jason Mick (Blog) - May 5, 2010 4:27 PM

9 comment(s) - last by Micronite.. on May 6 at 11:27 AM

Google is trying to target you with special ads, if you have an internet-connected setup box from DISH network. (Source: Maximum PC)

Google is reportedly concerned by interest from Microsoft

With set-top TV boxes connected to the internet, search engine providers like Google and Microsoft are looking to deploy targeted ads, much like targeted ads seen online when browsing. Back in 2007 Google signed a deal with DISH network to provide targeted ad services.

After a dispute about inventory, Google reportedly almost walked away from DISH, according to the Business Insider. Then Microsoft showed some interest.

Overnight Google began looking for ways to renew the contract and avoid getting outmaneuvered by its smaller rival.

Google approached Invidi, a New York City company that works on “addressable” TV ads (targeted ads). Invidi said it would only partner with Google if the company invested in it. Google Ventures, Google's VC wing, and Google corporate investment both initially passed on the deal. However, in the eleventh hour Google corporate investment reconsidered and agreed to fund the startup.

Google has reportedly given between $10M and $15M USD in capital to bring Invidi's D round financing haul up to $23M USD. Other investors this round included WPP’s GroupM, Motorola (MOT), Menlo Ventures, InterWest Partners and EnerTech Capital. With the $23M USD, Invidi is now worth an impressive $85M USD.

Interestingly, according to Peter Kafka of All Things Digital, a source close to the negotiations claims that the DISH deal isn't directly involved. Even if this is the case, though, it seems likely that Google will soon leverage its Invidi partnership to help with the increasingly lucrative prospect of directed TV advertising, something many view as the "holy grail" of web marketing.

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LOLCat

By Anoxanmore on 5/5/2010 4:30:58 PM , Rating: 2

I want to see some LOLCat commercials, since I own one. I shall love google forever then.

RE: LOLCat

By geddarkstorm on 5/5/2010 5:13:50 PM , Rating: 3

That, and I have a feeling you'll be getting a lot of Princess Bride based commercials. ;3

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RE: LOLCat

By Anoxanmore on 5/6/2010 9:14:06 AM , Rating: 2

Well I have the patent on it so it works out alright ;)

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They Do Evil

By amandahugnkiss on 5/5/2010 6:10:34 PM , Rating: 2

I no longer trust them with data in general so this would be a no go.

It's not the idea that everyone needs to cover up what they are doing, or that they are doing things they shouldn't. It is a matter of not trusting the once 'Do no evil' Google and no longer wishing to give them any data what-so-ever, be it my browsing habits, friends lists, TV viewing and movie rentals, etc...

RE: They Do Evil

By MadMan007 on 5/6/2010 9:03:51 AM , Rating: 2

I would have a lot less mistrust of Google if individual IP was not stored in perpetuity at their end alongside whatever other information they store.

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RE: They Do Evil

By Micronite on 5/6/2010 11:27:31 AM , Rating: 2

Maybe, but to be honest, I prefer to watch commercials about action flicks and new games than laundry detergent or jewelry. Not that I like the idea of Google tracking my every online move, but at least they do a good job of targeting my interests.

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Smaller Rival

By Harinezumi on 5/5/2010 6:15:16 PM , Rating: 5

Seeing Microsoft referred to as someone's smaller rival sure feels weird.

idea

By p05esto on 5/5/2010 6:49:45 PM , Rating: 2

How about AD supported FREE cable TV?... But to remove the ads you have to pay. That would be sweet, and one way to get everyone on the same page with technology. I'd still pay not to see stupid ads, but many wouldn't. Internet should be the same, broadband for all (with ads unless you pay).