IPTV gets personal

This paper discusses the many challenges of making one-to-one personalized Internet-like advertising on regular TV a reality with IPTV technology. Because of IPTV's inherent addressability, large groups, small groups or even individual television sets within a single household can be targeted with many ads, each going to different audiences. IPTV also makes it possible for advertisers to get immediate and precise feedback about viewer preferences by studying their channel changing behavior and other remote control activities executed within the network. Network-based addressable IPTV advertising is expected to provide the means to make ads not only more measurable and less wasteful for advertisers, but also, more importantly, more relevant, more engaging and less intrusive to the viewer.