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Cable, Satellite Test Targeted TV Ads

BEHAVIORAL TARGETING—U.S.

March 7, 2011

As cable and satellite providers test systems to target ads to specific households, The Wall Street Journal reports that data gatherers are compiling information on what viewers are watching with such personal data as prescription records to "emulate the sophisticated tracking widely used on people's personal computers with new technology that reaches the living room." However, some industry executives are raising privacy concerns, pointing to the push to regulate online tracking. Others say TV targeting is less intrusive, as it involves outside companies providing aggregated data without PII. The founder of one such company says they do not know who is sitting in front of any given TV, noting, "We don't want to look in the window. It is a little spooky." (Registration may be required to access this story.)
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