Cable One, Bresnan and Others Have Tested 'Tailored Ads'
By Ted Hearn -- Multichannel News, 8/17/2008 5:03:00 AM
Cable One last fall conducted a six-month trial of a network-based technology that tracks consumers' Internet movements in an effort to amass refined data on Web-surfer habits that can be sold to advertisers at premium rates.
The Phoenix, Ariz.-based MSO revealed the trial in an Aug. 8 letter to the bipartisan leadership of the House Energy and Commerce Committee, a group of lawmakers who have expressed concern that Internet-access providers are experimenting with technologies that invade consumers' privacy. With about 700,000 cable subscribers, it's the biggest cabler thus far to say it tested the technology, with the aim of providing “more relevant advertising” to online customers.
Bresnan Communications, a cable operator with about 300,000 video customers, also told the committee officials it had conducted a similar trial (limited to about 6,000 broadband subscribers in Billings, Mont.) this year from April 1 until June 26.