http://www.gertismedia.com/blog/2006/06/08/if-you-cant-join-them-beat-them/ on digital Fri, 25 Jul 2008 06:34:37 +0000 http://wordpress.org/?v=2.5.1 http://www.gertismedia.com/blog/2006/06/08/if-you-cant-join-them-beat-them/#comment-46 gertis.media » GoogleTube in search of tv riches Fri, 04 Aug 2006 07:19:39 +0000 http://www.gertismedia.com/blog/2006/06/08/if-you-cant-join-them-beat-them/#comment-46 [...] And that’s how Google is going after the stupid box. Their cuckoo-approach, as published two months ago (listening into everybody’s home to serve the right ads) could have been a part of a Think Different! campaign. Their last move makes more sense. Google just hired Vincent Dureau, CTO of iTV/IPTV middleware company OpenTV. FierceIPTV knows: Dureau was responsible for developing OpenTV’s key technologies, global business relationships and, in the early days, building its engineering team from scratch. OK. Quite a standard move, so far. But the good part starts here: Most interestingly, Dureau took the lead of OpenTV’s advanced advertising technologies, even penning a white paper that reads: “We believe that addressable advertising, where specific video ads are targeted to specific audiences will become central to advertising on digital television within the next 5 years… advertisers will be ready to pay premium rates to cable operators who can demonstrate increased efficiency of their advertising network through targeting.” [...] [...] And that’s how Google is going after the stupid box. Their cuckoo-approach, as published two months ago (listening into everybody’s home to serve the right ads) could have been a part of a Think Different! campaign. Their last move makes more sense. Google just hired Vincent Dureau, CTO of iTV/IPTV middleware company OpenTV. FierceIPTV knows: Dureau was responsible for developing OpenTV’s key technologies, global business relationships and, in the early days, building its engineering team from scratch. OK. Quite a standard move, so far. But the good part starts here: Most interestingly, Dureau took the lead of OpenTV’s advanced advertising technologies, even penning a white paper that reads: “We believe that addressable advertising, where specific video ads are targeted to specific audiences will become central to advertising on digital television within the next 5 years… advertisers will be ready to pay premium rates to cable operators who can demonstrate increased efficiency of their advertising network through targeting.” [...]

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