INVIDI Technologies partners with Google to bring Google Ad Manager to addressable ads on unconnected set-top boxes

INVIDI Technologies said it is collaborating with Google to integrate Google Ad Manager so addressable advertising can run on unconnected set-top boxes around the world, including boxes that are not tied into the connectivity stacks typically used for targeted TV ads.

Addressable advertising is a television advertising method that aims to deliver different ad messages to different households or viewing contexts, rather than broadcasting the same ad to everyone. INVIDI positions its technology as a way to enable that more granular delivery, including in environments where traditional connectivity is missing.

In its announcement dated July 14, INVIDI said the partnership is intended to reach “tens of millions of unconnected set-top boxes globally.” The company did not, in the announcement material provided, specify which pay-TV platforms, regions, or set-top-box manufacturers are in scope, or how quickly operators would be able to deploy the integration at scale.

INVIDI’s statement describes the integration as a collaboration with Google to deliver addressable advertising using Google Ad Manager, a Google platform used by publishers and ad buyers to manage and serve digital advertising. In this setup, Google Ad Manager would act as part of the ad delivery and management layer, while INVIDI’s role is described as providing the addressability enablement for connected and unconnected viewing environments.

Because the announcement excerpt does not include technical specifications, INVIDI did not disclose in the provided text what specific indicates are used to select targeted creatives on unconnected boxes, how audience or household information is handled, or whether the company’s approach relies on pre-provisioned profiles, sampling, or partner-provided data. It also did not state whether addressable delivery would be limited to certain ad formats, device types, or operator workflows.

For Alphabet, the potential upside is broader participation in television ad tech. Google Ad Manager is already widely used across digital publishing, and extending its role to TV-addressability workflows could help Google play a larger part in the ad supply chain as broadcasters and pay-TV operators look for measurement and targeting capabilities closer to online advertising.

For the industry, the core issue is that a large portion of legacy or lower-cost set-top hardware is still not connected in a way that supports the same level of audience data or real-time serving. If INVIDI’s integration works as described, it could reduce one barrier to addressable TV advertising by letting operators monetize audiences even when connectivity is limited.

What remains unclear from the information provided is how INVIDI and Google will handle privacy and compliance at the unconnected-box layer, how performance will be measured versus traditional linear delivery, and what commercial terms apply to the integration, including whether operators must adopt specific additional infrastructure. Investors and media buyers will likely want more detail on deployment timelines, supported markets, and measurable outcomes once operators or pilots begin.