September 11, 2007
Coming Soon: Personalized Campaign Ads on TV
Imagine: You turn on the TV and see a campaign ad. Your neighbor down the hall, watching the same channel at the same moment, sees a different ad selected for her in part because she's Hispanic, single, owns a dog and drinks Bud Light. [via The Washington Post]
"For years, politicians have been using massive databases that cover everything from what you drink to what you drive to decide which fliers to mail you and whether to send someone to knock on your door
But with new technology that can send individualized ads to cable boxes, candidates will soon have an unprecedented ability to send their images into voters' living rooms while tweaking their voice, appearance and policy focus to match each viewer's predilections."
The technology, built to deliver what's known as "addressable advertising," is not yet widely available, but the nation's largest cable operators have made preparations to change that. The No. 1 provider, Comcast Corp., plans to have the service fully rolled out within two years.
Once that happens, campaigns and other advertisers will be able to use their own databases to form a list of households they wish to target with a certain message. Comcast and other cable providers could match up such a list with their own customer rolls to get the right ads to the right homes."
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