Making TV Advertising Like the Internet

The Internet is rapidly gaining popularity as an advertising medium because ads are individually targeted to users. So Google, for example, can take into account a person's searching history when they present an ad for him or her to look at (at least, this is how I interpret the situation.)

TV on the other hand is "mass media" which is to say everyone watching a TV program sees the same ad. This could change, but it would require some modification of the technical system through which TV is currently delivered. I believe however, that these technical problems have already been solved in the pursuit of other product ideas that ended up not working (the various schemes that provided for viewer input. Do they have this on American Idol?)

For example, the cable company could build a profile of a viewer based on his or her viewing habits and then provide different ads to different people on that basis. Alternately, the cable company could link to "cookie" data accumulated by the person's Internet surfing. Presumably, this would have to be voluntarily done by people on an individual basis. It seems that some might do it nonetheless, however, in order to be able to see ads related to things they actually wanted, which would be more enjoyable (presuming they will have to see some kind of ads).

This idea is presented separately from the whole TiVo problem, which is reducing peoples viewing of ads. The fact is, ads are still sold so the idea could still be workable. Presumably, an early stage filter built into the system would be required to remove any porn-related Web surfing cookies for this to work. Some people would still feel uncomfortable about making public certain aspects of their Web surfing. For example, this could apply to politics. People who felt uncomfortable about those things would presumably not opt for the option to link to the cookie data. But the porn thing would need to be dealt with automatically, since this is supposedly the single biggest use of the Web.