The New York Times reports that Cablevision Systems is testing a new project in Brooklyn, the Bronx, and some areas of New Jersey to bring targeted advertising to television audiences. "The technology requires no hardware or installation in a subscriber's home, so viewers may not realize they are seeing ads different from a neighbor's. But during the same show, a 50-something male may see an ad for, say, high-end speakers from Best Buy, while his neighbors with children may see one for a Best Buy video game." The test deployment includes 500,000 households, and separates viewers by demographic data from Experian. "Experian has data on individuals that it collects through public records, registries and other sources. It matches the name and address of the subscriber to what it knows about them, and assigns demographic characteristics to households. (The match is a blind one: advertisers do not know what name and address they are advertising to, Cablevision executives said.)"
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