Personalized advertisements will soon make the leap from the internet to your TV screen, writes Brian Morrissey for Mediaweek. Within the next ten years, cable companies will be working with networks to customize commercials for individual viewers based on their interests and communities.
How will they find this information? Simple: You’ll give it to them. Morrissey, citing a new report by Forrester Research, notes that the advent of on-demand programming and the availability of local demographics often provide cable companies with as much information about their subscribers as a web browser does. Eventually, the Forrester report suggests, these (non-skippable) ads will allow your TV to function more like the web, where you can go from ad to point of purchase with the push of a few buttons. But is this true innovation, or is corporate greed just getting more wily?