US cable network operator: advertising tailored to the individual
The U.S. cable operator Cablevision is launching the largest test project to date for personalized advertising in the television sector. The advertising service is set to be tested in approximately 500,000 households this coming summer.
The US cable network operator Cablevision is launching the largest test project to date for customized advertising in the television sector. Targeted advertising, which originated on the Internet, is now to be used to directly address specific user groups in the television sector. The advertising service is to be tested in around 500,000 households in New York and New Jersey next summer.
While user groups can be identified on the Internet by analyzing their online behaviour, this is impossible with one-way television communication. This is why customer data from the information service provider Experian is to be made available. This provides information about the income, gender, ethnic background, marital status or even pets of the people concerned. Although Cablevision promises to maintain the privacy of its customers, the project has triggered fierce protests from data protectionists. The main criticism is that the cable operator provides inadequate information about the project and it is not clear what data is being collected.
While user groups can be identified on the Internet by analyzing their online behaviour, this is impossible with one-way television communication. This is why customer data from the information service provider Experian is to be made available. This provides information about the income, gender, ethnic background, marital status or even pets of the people concerned. Although Cablevision promises to maintain the privacy of its customers, the project has triggered fierce protests from data protectionists. The main criticism is that the cable operator provides inadequate information about the project and it is not clear what data is being collected.
