Deep packet inspection and other online marketing techniques are not the only privacy concerns with digital media. So are, in my opinion, the evolving world of more precisely targeted and viewer tracking television ads. Here’s an excerpt from today’s MediaDailyNews on advances in interactive television:
“… a leading developer has created an open standard that will enable advertisers and agencies to easily and seamlessly integrate any method they use to target TV viewers, and then have those ads served to specific dayparts, programming genres, geographic zones, or even individual households. The breakthrough…allows advertisers to utilize any source of data they use to define their consumer targets, and then have those ads served to any platform capable of delivering targeted TV advertising, including…broadband, as well as household-specific addressable television outlets…
…Visible World is disclosing deals with both Acxiom and Experian, two of the leading sources of data used by agencies to target consumers across media, but… the system will easily port data from virtually any source…and… is capable of serving TV ads to as “granular” a target as an advertiser can define…”
source: Addressable TV Ad Developer Hits Target, Creates Open Standard For Advertisers. Joe Mandese. MediaDailyNews. Aug 21, 2008.