The promise of targeted advertising – will it happen?

With advertising income for free-to-air broadcasters dropping worldwide, is there a future for more targeted, personalised as well as on demand interactive advertising? In the UK, there is the Red Button, but so far the results have been marginal. In the US, the cable industry has now embraced EBIF (Electronic Binary Interchange Format) and the operator Comcast says the majority of the homes it serves are now interactive.

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