LONDON — Invidi should know a thing or two about the new science of addressable advertising. After all, the company was formed in 2000, and has been allowing advertisers to serve distinct ads to individual households ever since.

Now it’s ready to close the loop back from TV to online media, too.

Company chief marketer Fred Di Blasio tells Beet.TV the firm is readying to spread its cloud-based ad inventory decisioning engine, helping buyers segment and target audiences, from TV over to digital, coming this fourth quarter.

That will allow customers to count impressions across devices, for what he’s calling an “all-glass” strategy.

Addressable TV is already coming to fruition, impressing advertising, Di Blasio says, claiming a 92% renewal rate on addressable ad buys.

The company recently rolled out in Belgium, underpinning an addressable TV advertising launch by Liberty Global’s Belgian broadcaster Telenet and channel owner SBS Broadcasting.

Back in January, CEO Dave Downey told Beet.TV: “We have 92 million homes under contract, 30 million of those installed. Last month, we did 9 billion addressable impressions and we’re gonna triple that by next year so it’s at a rapid pace of growth.”

Invidi has now taken a hefty $132.25 million in funding from 13 investors in more than a decade, including big-name Google, WPP Ventures, GroupM and DirecTV.

This video was produced in London as part of our Addressable & Advanced TV Summit hosted by Sky Media and presented by FreeWheel and Invidi.   Please visit this page for additional segments from the event.