I guess this was the most interesting news of the morning… I wasn’t surprised by the news, may be because I was expecting it all along. With the way Google is promoting and experimenting with their AdWords platform, this was the next logical step for them. Google is exploring every possible avenue to tap in to the advertising revenue. Once again, personalization or collaborative filtering (CF) will be very important for the success of these tests.
“TV is becoming like the Web. You have audience segmentation; users care about relevant messaging; advertisers care about aggregating and audience efficiently and getting measurements on how they’re messaging with you; and inventory owners like to monetize their viewership, even if it’s a small viewership”
Tracking user behavior is going be the key in serving appropriate ads to the appropriate audience. Even though TV is becoming very interactive these days, it is definitely not as interactive as the Web. Apparently Google is trying to track the viewer behavior and use the passive filtering to effectively serve ads.
Tracking will be done via set-top boxes, with reporting to include aggregate impressions (with no individual- or household-specific data), as well as data on how long an ad was viewed.
So what’s next?
