TV Adopting Online Advertisers' Tracking, Targeting Methods

Attempting to follow in the footsteps of online advertisers, cable and satellite companies are trying out new technologies designed to tailor commercials to the people watching them, even showing different ads on different set-top boxes at the same time, according to a report in The Wall Street Journal.

As advertisers become increasingly accustomed to being able to deliver highly-targeted ads for online content, cable and satellite companies are finding themselves in stiff competition for ad dollars, the report noted, and are turning to similar tracking and targeting methods to provide them the same opportunities on TV.

Cablevision CVC, for example, tested four different U.S. Army advertisements for different types of viewers, the Journal said.

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