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BEHAVIORAL TARGETING—U.S.

December 22, 2010

As the FTC, Department of Commerce and European regulators continue to scrutinize behavioral targeting on the Web, DirecTV has plans to introduce targeted ads to its 1.9 million television subscribers in the coming year, reports The Wall Street Journal. Under the plan, DirecTV will acquire data from third-party providers to find subscribers that fit advertisers' marketing profiles, the report states. It will then use the set-top box to choose the most appropriate ad for that household. DirecTV said households will be assigned a code number different from their set-top box ID and household attributes will be sent to the company as a blind match. The company also says it will allow subscribers to opt out of the service. (Registration may be required to access this story.)
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