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Gracenote teams up with Invidi for advanced TV ad solutions
MUMBAI: California headquartered Gracenote, which provides music and video metadata and recognition technologies to entertainment products and brands, is teaming with Invidi, which offers advanced television ad solutions.
The aim is to develop an addressable advertising system that can identify what TV programmes and commercials viewers are watching in real time and determine which commercials should play next.
Typically TV viewers experience the same commercials regardless of their household needs, income or unique profile. Gracenote aims to shift this paradigm by bringing the same targeting capabilities common with Internet advertising to viewers in the living room. Gracenote is combining its advanced audio and video fingerprinting technology, which identifies what viewers are currently watching, with INVIDI‘s addressable television technology software, which can determine which ads to target to specific audiences.
Gracenote will tap into Invidi‘s ad decisioning engine to allow advertisers to select certain households and individual audience demographics and target them with specific commercials, giving them a measurable way to place television advertising in front of a desired audience, while increasing advertising inventory and revenue opportunities for broadcasters. The combination of Gracenote recognition technology with INVIDI ad decisioning will provide advertisers the ability to dynamically insert ads into broadcast programming to better reach the preferred audience.
Gracenote president Stephen White said, "We are entering a new era of television advertising, where focus and relevance rules. This partnership with Invidi allows us to deliver an addressable advertising solution that will change and enhance the TV advertising experience, as well as allow media planners to execute and monetise their advertising campaigns to maximize their ad opportunities."
Invidi‘s addressable ad system is designed to protect the privacy of all users and user information. Using public domain demographic information and other pre-determined viewer metrics, Invidi provides the ability to better understand TV audiences and selectively target viewers. The solution increases the relevance of advertisements to unique audiences, without compromising viewer privacy.
Invidi CTO Bruce Anderson said, "Invidi is committed to making addressable advertising available across every platform for the benefit of advertisers and end users alike. We believe Gracenote‘s technology combined with Invidi‘s is a big leap forward in inserting real linear content that is most relevant to the end viewer. We look forward to working alongside Gracenote to bring this technology to the marketplace.
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With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
