Key Takeaways
- INVIDI Technologies and Google have partnered to enable addressable advertising on unconnected set‑top boxes (STBs) worldwide using DV360 and Google Ad Manager’s Programmatic Guaranteed buying.
- The solution unlocks a massive, previously inaccessible audience—millions of Indian households and similar markets globally that rely on non‑internet‑connected STBs.
- By bringing digital‑precision targeting to linear TV inventory, the collaboration bridges the gap between broadcast and programmatic ecosystems, allowing advertisers to reach viewers on every screen.
- Early statements from INVIDI’s COO highlight the initiative as a “game‑changing” advancement that delivers the benefits of addressability to environments that lacked connectivity.
- The initiative is expected to generate significant new revenue for broadcasters, operators, agencies, and ad tech partners while preserving viewer privacy.
Overview of the Collaboration
INVIDI Technologies, the global leader in addressable advertising, announced on July 14, 2026 a strategic collaboration with Google to deliver addressable advertising on unconnected set‑top boxes (STBs) across the globe. The partnership leverages Google’s Display & Video 360 (DV360) platform and Google Ad Manager’s Programmatic Guaranteed buying capabilities to serve ads to households that, until now, could not be reached through digital programmatic channels. This development marks a significant step toward unifying linear television and digital advertising under a single, measurable buying framework.
The Challenge Posed by Unconnected STBs
In many regions, especially India, a substantial portion of television households still rely on traditional, non‑internet‑connected set‑top boxes. These devices cannot participate in standard addressable ad ecosystems because they lack the connectivity required for real‑time bidding or dynamic ad insertion. Consequently, advertisers have been unable to apply the granular targeting, frequency capping, and measurement tools that drive efficiency in digital campaigns, leaving a valuable inventory segment under‑monetized and fragmented.
Technical Enablement Through DV360 and Programmatic Guaranteed
The joint solution integrates INVIDI’s addressable ad technology with Google’s DV360 platform, allowing advertisers to purchase Programmatic Guaranteed inventory directly through Google Ad Manager. By treating unconnected STBs as addressable endpoints, the system can deliver securely matched, household‑level ads without requiring a broadband connection. The process relies on INVIDI’s proprietary mapping of set‑top box identifiers to audience segments, which are then activated via Google’s ad serving infrastructure, ensuring that guaranteed impressions are delivered as agreed upon in the campaign contract.
Impact on the Indian Market
India represents a particularly compelling use case: millions of homes continue to watch linear TV via unconnected STBs, creating a sizable audience that has been largely invisible to programmatic buyers. The collaboration opens this inventory to brands seeking the precision and accountability of digital advertising while retaining the broad reach of television. Broadcasters and operators in India can now monetize their existing linear inventory more effectively, turning previously “non‑targetable” impressions into guaranteed, measurable ad slots that command higher CPMs.
Global Reach and Advantages for Advertisers
Although the announcement emphasizes India, the technology is designed for global deployment. Any market where a significant share of households relies on unconnected STBs—such as parts of Southeast Asia, Latin America, and Africa—can benefit from the same addressable capabilities. Agencies gain the ability to execute unified, cross‑screen campaigns that combine digital video, CTV, and linear TV under a single programmatic guarantee, simplifying workflow, improving reporting consistency, and reducing wasted impressions caused by over‑delivery to unintended households.
Leadership Perspective
Prasad Sanagavarapu, Chief Operating Officer at INVIDI, described the initiative as a “game‑changing advancement for the media market in India and internationally.” He noted that the INVIDI team in India identified a pressing customer need—reaching viewers despite connectivity limitations—and worked closely with Google to engineer a solution that delivers the same level of addressability that took years to mature on fully digital platforms. Sanagavarapu emphasized that broadcasters who recognize the intrinsic value of addressable advertising can now finally reach every viewer, regardless of whether their set‑top box is connected to the internet.
Benefits for Broadcasters and Publishers
For content owners, the collaboration transforms existing linear inventory into a premium, addressable asset. By enabling Programmatic Guaranteed buys, broadcasters can attract advertisers who demand audience‑specific targeting, transparent measurement, and brand‑safe environments—attributes traditionally associated with digital video. This shift not only raises the effective CPM of linear ad slots but also encourages higher advertiser spend due to improved ROI and reduced waste. Furthermore, the solution preserves viewer privacy by using anonymized, aggregated data segments rather than personally identifiable information, aligning with global regulatory expectations.
Revenue Upside for the Advertising Ecosystem
The new functionality is projected to generate substantial revenue benefits across the entire advertising value chain. Advertisers gain access to previously untapped households, increasing campaign reach and effectiveness. Agencies can offer more comprehensive, data‑driven media plans that combine the strengths of TV and digital. Publishers and operators unlock additional yield from their linear inventory, while ad tech partners like INVIDI and Google see expanded platform utilization and increased transaction volumes. Collectively, these effects contribute to a more efficient, measurable, and profitable television advertising market.
About INVIDI Technologies
INVIDI Technologies is the pioneer of addressable advertising technology, empowering content owners to drive materially higher revenues from their existing advertising inventory. The company’s Emmy® Award‑winning solutions partner with broadcasters and cable/satellite operators to enhance advertising effectiveness, reduce waste, and increase the value of media assets while safeguarding viewer privacy. With a global footprint and a commitment to innovation, INVIDI continues to address the evolving needs of the television ecosystem. For more information, visit invidi.com.
Source and Contacts
The announcement was disseminated via Business Wire on July 14, 2026. Media inquiries can be directed to Shahid Butts at [email protected]. The full press release is available at https://www.businesswire.com/news/home/20260713161079/en/.