Invidi Technologies furthered the cause of addressable advertising when it demonstrated its Advatar product and proprietary Who’s Watching Now digital advertising technology at CableLabs’ recent Phase 12 DPI Demonstration and eTV Interop in Louisville, Colo.

Invidi showed its Advatar headend controller is capable of inserting ads in the digital tier in both the Motorola and Scientific Atlanta digital domains. The company’s client application inserts the appropriate advertisement or marketing message into the ad break at the digital set-top box.

The system is able to collect critical data including whether any particular television is on, who may be watching, and whether the message was consumed.