Not many people know this, but the cable companies are also jumping onto personalized advertising on linear TV. Bell calls it “dynamic ad insertion”. Product placement can be personalized within broadcast TV shows through the cable box. The bus stop display in that one shot in CSI has a Viagra ad or a Crest ad or whatever, and it’s different for every viewer.
They seem quite confident about their ability to target individuals, which begs the question of where the targeting data is coming from. How much of our internet and cellular data is being hoovered up by the telecom provider for advertising purposes? Nobody knows…
This sort of makes the Rogers/Shaw merger and the Bell Media acquisitions make more sense. They get the media properties. Control all the information pipelines and charge advertisers for access.
Bell Media does crow about their Environics data, but the way they talk about their ad targeting system and their data collection is much more personalized.
Dynamic Ad Insertion in linear (cable) TV is personalized to your household. Ad space is allocated within the show, and the Fibe TV box delivers the ad. The box is just another computer on the network, not a dumb translator of video data. Same with streaming radio.
It sounded to me like they are using internet and cellular data to create personal profiles for advertising, not just survey data. Which begs the question as to the amount of power that a telecom company has if they're allowed to just spy on all our communications. I don't know if there's a specific legal prohibition on such practices, but I think there should be.
Excellent analysis of how digital streaming ads, like those on Amazon Prime, differ from traditional cable. The precision of Amazon’s ad targeting through extensive data collection offers a stark contrast, and it's intriguing how this approach extends across emerging platforms like Loklok .
Your article highlights an important issue—opting out of ads doesn’t fully shield consumers from data exploitation. Exploring solutions for more transparent data practices could be an engaging continuation of this conversation.
Not many people know this, but the cable companies are also jumping onto personalized advertising on linear TV. Bell calls it “dynamic ad insertion”. Product placement can be personalized within broadcast TV shows through the cable box. The bus stop display in that one shot in CSI has a Viagra ad or a Crest ad or whatever, and it’s different for every viewer.
They seem quite confident about their ability to target individuals, which begs the question of where the targeting data is coming from. How much of our internet and cellular data is being hoovered up by the telecom provider for advertising purposes? Nobody knows…
This sort of makes the Rogers/Shaw merger and the Bell Media acquisitions make more sense. They get the media properties. Control all the information pipelines and charge advertisers for access.
Fascinating. Maybe they can do this b/c Bell also owns Environics now (?)
Bell Media does crow about their Environics data, but the way they talk about their ad targeting system and their data collection is much more personalized.
Dynamic Ad Insertion in linear (cable) TV is personalized to your household. Ad space is allocated within the show, and the Fibe TV box delivers the ad. The box is just another computer on the network, not a dumb translator of video data. Same with streaming radio.
It sounded to me like they are using internet and cellular data to create personal profiles for advertising, not just survey data. Which begs the question as to the amount of power that a telecom company has if they're allowed to just spy on all our communications. I don't know if there's a specific legal prohibition on such practices, but I think there should be.
Hi there,
Excellent analysis of how digital streaming ads, like those on Amazon Prime, differ from traditional cable. The precision of Amazon’s ad targeting through extensive data collection offers a stark contrast, and it's intriguing how this approach extends across emerging platforms like Loklok .
Your article highlights an important issue—opting out of ads doesn’t fully shield consumers from data exploitation. Exploring solutions for more transparent data practices could be an engaging continuation of this conversation.
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Good article Vass
You are the best Howard. I love reading your newsletter every weekend!