INVIDI Technologies, a global leader in addressable advertising, yesterday announced a collaboration with Google to deliver addressable advertising on unconnected set-top boxes (STBs) globally, including India.

This enhancement will allow brands to execute programmatic guaranteed ad campaigns reaching households that were previously impossible to target digitally globally, including those in India, a media statement from INVIDI, released in New Jersey and Chennai, said yesterday.

In India alone, the statement pointed out, millions of homes rely on unconnected STBs, representing a massive audience that has been inaccessible to programmatic buyers.

Through this collaboration INVIDI is helping to bridge the gap between linear television and digital precision, enabling broadcasters and advertisers to unlock the full potential of their inventory.

Google Ad Manager’s focus on bringing broadcast quality monetization to all screens globally, and flexibly integrating with ecosystem partners like INVIDI allows publishers to now extend their high value digital native campaigns to unconnected STBs, reaching viewers on every screen, INVIDI said in the statement.

“This is a game-changing advancement for the media market in India and internationally,” said Prasad Sanagavarapu, Chief Operating Officer at INVIDI.

“Our team in India identified a significant customer need and collaborated with Google to develop this solution and bring it to market. We have effectively achieved for unconnected environments what took years to build on digital platforms. Broadcasters who understand the immense value of addressability can now finally reach viewers regardless of connectivity limitations,” he added.

This new collaboration between INVIDI and Google extends the ability of agencies to deliver ads programmatically to unconnected devices in India and across the globe, as well.