TV Ads Made To Order

Behavioral ad targeting has been an important tool in the Rainmaker's arsenal for some time, but new technology demonstrated last month at The Cable Show in Boston will not enable marketers to make dynamic ad insertions into live television program streams on the Apple iPad. SeaChange International and Tellabs jointly demonstrate the new technology focused on the first-ever capability to directly marry user web behavior with realtime television advertising delivery. In essence, two program viewers on separate iPads will each have completely different video ads served during the same broadcast because they have unique web browsing behaviors. Imagine the huge upside to on demand video content marketers who would know exactly what advertisers to target based on knowing what their customers have already expressed interest in. This level of precision targeting will no doubt translate into premium digital marketing opportunities.