Google and TiVo Team Up To Ruin TV’s Day

With data , of grade ! Google , which sells TV ads , is nowsubscribing to TiVo ’s substance abuser data , so they can make ads more “ accountable , ” just like online . This is dear , correct ? count on who you call for .

Google ’s game here is obvious : by canvas this anonymized sea of TiVo viewer data , they can facilitate customers target their advertizement more accurately . advertizing buyers also win , because they have a well good sense of exactly how many people are really get word their advert . opine whodoesn’t like this plan ! :

Now , with TiVo ’s data , collected from millions of digital video recorder across the state , Google can state exactly which of those commercials are being short-circuit . If all the commercials are being skipped , the channel gets no money . It ’s easy to see why TV executive get pyrosis over this .

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Between my cable box ’s DVR subroutine and my computer , I rarely watch alive TV . And when I do , I unremarkably end up flipping around during commercial . I know I ’m not alone , and I know this is causing problem for networks , who are pushing more and more of their advertising into show , alternatively of between them .

Google , which already license similar datum from Dish internet , is establish us a prevue of how this sort of matter will work for everyone in the future — soon , data detail what hoi polloi are and are n’t check will be too present , too obvious to ignore , and networks will have to recognize that hey , nobody is watching ad anymore . In the long condition this will make advertising more effective and effective , but it could also kneecap goggle box advertizing gross sales as a whole . Or not ! Says Google :

Our arrangement makes it easy for people to buy boob tube advertising . We ’re turn down the barrier to entry , which has the outcome of grow the food market .

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