Targeted Advertising with DiVA™
Targeted Advertising has been around for a long time, however, few people realize it. It’s simply the case that the type of targeting being performed is most often based on geography. For example, a global broadcaster may send ads to the platforms in China that are different from the ads that are provided to the platforms in Australia. This is common practice and advertisers enjoy a level of efficiency as a result.
In the future, geography will not be the primary consideration. The new technologies that are most interesting to the stake holders within the industry are those that can isolate and target individual client devices based on television viewer’s profiles.
If a mother of a newborn baby is watching television in Shanghai and another mother with a newborn baby is watching television in Hong Kong, they may both be selected to receive an advertisement about baby products while they are watching the same show. Both of these mothers are located in different parts of China, however, they are selected based on their profile. This means the ads can now be highly focused and relevant.
