TiVo and RFID

Heard about TiVo’s new patent (actual patent link here)? The company’s thinking about using RFID technology to personalize television viewing to the individual — and not just the household — level. (This sort of ties into Rebecca’s column published today.) One scenario the company describes is a user being able to carry their preferences with them when they stay in a hotel out of town.

Needless to say, the ad possibilities are intriguing (while the privacy implications are a little creepy). An advertiser could potentially target TV ads to particular individuals — wherever they are — based upon behavioral and preference data. TiVo “Showcases” could be delivered only to those most likely to be interested in them. Hmm…

[via the MIT Advertising Lab blog]

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