TV networks and advertisers alike have long been looking for ways to make ads more relevant to consumers prone to skipping, or simply ignoring advertising. This quest has become even more urgent with the advent of new advertising opportunities online that are increasingly rivaling the 30-second spot. Personalized TV advertising is an obvious solution in theory; making it a reality however, has proven to be difficult, with major efforts to develop the technical infrastructure to serve different ads to different consumers stalling.
UK-based pay-TV solutions provider NDS has come up with a new approach to personalized advertising that’s not only much more feasible than previous efforts, but should also please privacy advocates worried about the implications of behavioral targeted marketing. In fact, the technology is so simple that it could easily be rolled out to millions of consumers tomorrow — if it wasn’t for the fact that it forces cable operators and TV networks alike to rethink a major part of their business.