NDS is working with DirecTV to deliver addressable advertising insertion technology and enhanced audience measurement capabilities. 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 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 its existing audience measurement capabilities, already supported by NDS Dynamic. DirecTV will now be able to collect data on local ad insertion events.

This agreement reinforces the long-standing relationship between the two companies. Since 1994, DirecTV has entrusted NDS conditional access (CA) to protect its content and safeguard its pay-TV revenues.

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