INVIDI Technologies Corporation, the leader in advanced addressable advertising solutions for television, has “secured over $23 million in a financing led by Google, with GroupM (a unit of holding company WPP), Motorola Ventures, and leading venture capital firms Menlo Ventures, InterWest, and EnerTech as participants. As part of Google’s commitment to this new relationship, Shishir Mehrotra, Director of Product Management for Google TV Ads and YouTube Ads, has joined Invidi’s board of directors. Together, Google and Invidi will sell ads on satellite provider EchoStar’s DISH Network. Invidi is rolling out its capabilities across cable, satellite, telco and IPTV platforms in US and abroad. Invidi currently has publicly-announced distribution agreements with Dish Network and DirecTV and is in active negotiations to deploy its technology through multiple system operators. Invidi’s technology was recently tested in Comcast’s Baltimore, MD, system with Starcom MediaVest, and the trial showed addressable ads to be 65% more efficient and 32% more effective,” announced Invidi.