We have heard the concept of tailored advertising for a while now, and some of us might roll our eyes when we hear about it, however that technology has other uses as well.
When Gmail was first launched in 2004, there were some major privacy related concerns about how Google scans your emails to offer ‘ads that are relevant to you’. Google stated that it was an automated process and that the purpose of such scans was only to provide relevant advertisement.
The same technology is used for their Google AdWords and AdSense.
Relevant Content Throughout the Net
YouTube, also owned by Google, strives to show you relevant videos based on your favourites, likes and what you have watched in the past. Google, however, isn’t the only company that uses such technology.
Microsoft has binned Hotmail for Outlook.com and is also offering contextual ads, which however are only based on the emails’ headlines rather than on the content of the message.
With cloud and the ability to store data online, people are more likely to use unified accounts from which they can access their videos, their emails, their pictures and so on, whether they are using a mobile phone or a computer.
Whenever you access content from your mobile, you also let those service providers know where you are, giving them more info about the demographics of their target audience.
When you put all of this together the companies you interact with are able to see an accurate profile of what you like and what you do, so that they can provide tailored content.
This doesn’t only apply to advertisements, it also applies to any type of content, whether it be a video, a song, an article… or a movie.
This opens the door to another service which hasn’t quite been implemented by any company, but it surely will be:. Since everything can be connected through cloud, all of this info from your mobile and online activities can interact with each other, allowing the TV to interact with you.
Intel has been working since a while now on a TV that could show you programs you are interested in, or programs you usually watch without any real prompt from you.
And while motion audio sensitive interfaces already exist, a TV that actually tunes in on the channel and program of your choice does not, yet. Of course with such technology, you will also be presented with tailored advertising, a necessary evil for all of the free additional features.
Providing the amount of advertising doesn’t exceed the actual content, however, it isn’t necessarily a bad thing. If you are a fan of gaming it’s probably a nice thing to know that the newest instalment of your favourite video game is out next week!
If transparency is provided in terms of how your data is used, would you be happy to buy an interactive TV?