In Kansas City, TV ads are about to get much more like ads on the Internet. “This is a big deal,” AdWeek reports—it recently learned that Google is planning on rolling out a revolutionary TV-ad tracking system that’s kind of like the system used to track ads online. One source calls the tracking “pretty unsophisticated” at this point. But this is one small step towards a huge change in the way TV ad views are measured. Every household in Kansas City with a Google Fiber box will get ads digitally delivered to them based on the viewer’s geography, type of show airing, or viewing history. This system allows Google to measure how many people see a given ad on TV, which has never been possible before.
“Like digital ads, advertisers will only pay for ads that have been shown, and can limit the number of times an ad is shown to a given TV. We’re excited to see how this test progresses, and we’re looking forward to hearing from local businesses and viewers along the way.” – Google
The best part about this, in my opinion, is the personalization feature. This type of technology and the advancements that follow will lead to even more tailored and relevant ads for viewers, who can opt out of being shown specific ads. I wish I had this when all of these terrible ads were created (I’m looking at you, Head On).
I will admit to being a fan of this shift towards hyper-targeted advertising. I like my ads being relevant. And I like having the option of keeping annoying/dumb/uninteresting ads off my TV screen, even if it would come at the expense of my privacy. I’m looking forward to seeing how Google’s new ad measurement technology plays out and hope to watch it expand to its other networks across the nation. YGG.