NDS is working with DirecTV, the US DTH prvider, to deliver addressable advertising insertion technology and enhanced audience measurement capabilities on the platform. NDS will deliver key elements of its NDS Dynamic suite of advanced advertising solutions including local DVR video ad insertion and advertising audience measurement capabilities.

The NDS Dynamic components delivered to DirecTV will be deployed on DirecTV’s SD DVRs allowing seamless insertion of household addressable ads into both live and recorded video content from the DVR hard drive. The implementation for DirecTV will also see the extension of their existing audience measurement capabilities, already supported by NDS Dynamic.

Earlier this month Sky confirmed it will be deploying targeted advertising using the same service later in 2011.

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