Google has been trying to crack the TV ad market for a few years now, to little avail. It’s not giving up, though, if anything, it’s intensifying its efforts. The latest move is an investment in TV ad startup Invidi, which has just closed a funding round valuated at $23 million. Google led the round with an estimated investment of $10 million to $15 million. Funding also came from GroupM, Motorola Ventures, Menlo Venture and others.

“Google and GroupM share our vision that addressability will transform television advertising by increasing effectiveness and eliminating wasted reach,” INVIDI CEO David Downey says. “They want to play an active role in shaping this revolution. This financing will accelerate our current efforts to deliver the functionality advertisers crave and the ability for operators and networks to increase the value of their advertising inventory. We can deliver this functionality on any platform our customers desire, tailored to their specific network needs.”

Invidi makes software solutions for tracking targeted TV ads distributed through cable or satellite set-top boxes. The system works by relying on viewing data provided by the set-top boxes. This data is then used to distribute targeted ads based on the viewer’s preferences and interests, like what Google is doing with AdSense, in a way. Invidi has been around since 2000 and has raised $85 million so far.

Google has a deep interest in the market and the solutions Invidi is providing. The Google TV project has been gaining ground, albeit rather slowly, for the past couple of years. It enables advertisers to target specific viewers and works on Dish Network’s satellite services and some cable providers Google has partnered with. Invidi has distribution deals with Dish Network and Direct TV.

Google is looking to expand its foray into the market with the rumored launch of Android-powered TVs. The platform would enable users to surf the web and access online content on their TV’s or set-top boxes. Presumably, Google could use the same platform to deliver advertising.