BSkyB has confirmed plans to run targeted advertising on its broadband-based TV outlet Sky Player. In a note to subscribers Sky said it would be introducing the AdSmart technology from the New Year.
AdSmart uses information drawn from the customer profiles, such as a postcode or the TV package selected, in order to deliver better-targeted advertisments. Data provided by other companies, when the subscriber has given permission for data to be shared, will also be considered.
Sky says it will not be increasing the number of ads presented on Sky Player and customers are free to opt out of the system should they choose to do so. The targeted advertisements will only be placed in on demand content and not the live elements of the Sky Player.
It is unlikely that any targeted advertisements will appear on Sky’s broadcast channels until the first half of 2011.
