Targeted television advertising has long been talked about in the industry. However, it has yet to become a reality. Some of the large cable providers, including DirecTV, Comcast and AT&T, have dabbled in the technology and experimented with small-scale rollouts.
A company called Gracenote, owned by Sony, has plans to launch its ad targeting platform called Gracenote Entourage in early 2014. This technology uses video fingerprinting to "bring addressibility to the SmartTV platform." Gracenote Entourage can identify content playing on the television and, based on the user profile, deliver an addressable and targeted ad to that user based on his or her preferences. The targeting uses a combination of content profiling based on Gracenote's recognition technology and ad decisioning engines like Invidi or Freewheel to determine which ads may be most appropriate for that particular consumer.
Eventually, Gracenote expects a SmartTV ad buy to reach 50-100 million users in the next couple of years.
Source: http://adage.com/article/digital/early-targeted-advertising-smart-tvs/245351/
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