Look Who's Watching - viewer-customized advertising in cable television - Brief Article

Kiplinger's Personal Finance Magazine, Sept, 2001 by Glen Mayers

Would TV viewers be more likely to watch commercials if the products advertised were targeted to their interests? This fall, subscribers to AT&T's digital cable service in Aurora, Colo., will be able to select an option that lets them get ads designed to appeal to their demographic group. With so-called addressable advertising, proud new parents could view diaper and minivan commercials, while seniors would see pitches for denture-care products and cruises.

In the not-too-distant future, cable TV will even target different age groups in the same household by sending custom-tailored ads to different television sets. But you will still be able to fast-forward past them all on your VCR.