Group items tagged

The advertiser's dream of sending a particular commercial to a specific consumer is one step closer to reality as Cablevision Systems plans to announce the largest project yet using targeted advertising on television. Beginning with 500,000 homes in Brooklyn, the Bronx and some New Jersey areas, Cablevision will use its targeting technology to route ads to specific households based on data about income, ethnicity, gender or whether the homeowner has children or pets. 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. "We have, as an industry, been talking about this since the beginning of time," said Matt Seiler, the global chief executive of the media firm Universal McCann, a part of the Interpublic Group. "Now we've got it in 500,000 households. This is real." The potential of customized ads worries some privacy advocates, despite the assurance of cable companies that they maintain anonymity about the households. "We don't have an objection to advertising that is targeted to demographics," said Marc Rotenberg, the executive director of the Electronic Privacy Information Center, a civil liberties group in Washington. But, he said, there is a need to show "that they can't be reverse-engineered to find the names of individuals that were watching particular shows." Cablevision says it segments its subscribers only by demographics, so that an advertiser can divide ads among various groups: General Motors, for example, could send an ad for a Cadillac Escalade to high-income houses, a Chevrolet to low-income houses, and one in Spanish to Hispanic consumers. Cablevision matches households to demographic data to divide its customers, using the data-collection compa

In a decision that has privacy advocates and others scratching their heads, a federal judge has ruled that LifeLock has been breaking California law for years by placing fraud alerts on its customer's credit profiles. The decision is a blow to the burgeoning identify-theft protection industry, and means that companies that experience data breaches may no longer be able to offer victims free subscriptions to such services - a standard damage-control tactic in recent years. Consumers can still place fraud alerts by contacting one of the three U.S. credit reporting agencies directly. Bo Holland, founder and CEO of Debix, a competitor of LifeLock, called the ruling "dramatic and unexpected." "It causes a real shift in the industry," he told Threat Level. The pre-trial partial summary judgment comes in a lawsuit filed last year against LifeLock by Experian, one of the nation's three credit reporting bureaus. Experian claimed LifeLock is trying to "game the system" of fraud alerts to make a profit.

Parents of 18,541 Metro Nashville students will receive letters next week outlining a security breach that put their children's Social Security numbers online for three months. Advertisement Boston-based Public Consulting Group Inc., which holds a five-year, $2.6-million-a-year contract with the state to collect student data from various districts, corrected the error March 31 after a parent using Google to search her daughter's name found it - along with personal data for the students and 6,000 parent names. Art Staehling learned Wednesday that his teenage daughter was on the list and said he's concerned what could happen to her identity. "I find it hard to believe that an established company had a problem of this magnitude," Staehling said. The consulting group will pay for parents of affected children to check all family members' credit reports through Experian and for a year of monitoring. One of the group's owners, Stephen Skinner, said the error happened when workers running a test Dec. 28 on random student data inadvertently stored a file to an insecure directory. They discovered the error March 5 and took down the file, which contained student names, gender, race or ethnicity, date of birth, Social Security number and, in some cases, parent names. But they were unaware Google's search engine had already found the file and indexed it. That's how the parent, who is also a Metro schools employee, found out about the breach weeks later. Public Consulting Group worked with Google to take the information down.

Bank of America will pay Connecticut $350,000 as part of a settlement for a data breach by Countrywide Financial Corp., which the bank acquired last year, state officials said Thursday. The bank will also provide at least $25,000 to reimburse Connecticut residents forced to pay for freezing and unfreezing their credit reports because of the breach, Attorney General Richard Blumenthal said. The major credit bureaus, Experian, Equifax and TransUnion, charge about $10 to freeze and unfreeze credit reports. Affected consumers will receive about $60 for credit freezes and unfreezes for all three credit bureaus, Blumenthal said. Nearly 30,000 state residents were affected by the nationwide breach, which came to light last August after the FBI arrested a former Countrywide employee on charges of selling personal information, including Social Security numbers, for as many as 2 million loan applicants. To be reimbursed, consumers must send proof of payment for their credit freezes and unfreezes to Blumenthal's office, 110 Sherman St., Hartford, CT 06105, attn: Countrywide Credit Freeze.

You're watching Jon Stewart's "The Daily Show," when suddenly you see a commercial for the Mustang convertible you've been eyeing - with a special promotion from Ford, which knows you just ended your car lease. A button pops up on the screen. You click it with the remote and are asked whether you want more information about the car. You respond "yes." Days later, an information packet arrives at your home, the address on file with your cable company. This is the future of cable TV advertising: personal and targeted. Cable TV operators are taking a page from online advertising behemoths like Google Inc. to bring these so-called "addressable" ads onto the television. "It hasn't really been done on TV before," said Mike Eason, chief data officer of Canoe Ventures, a group formed by the nation's six largest cable operators to launch targeted and interactive ads on a national platform starting this summer. They're betting they can even one-up online ads because they also offer a full-screen experience - a car commercial plays much better on your TV than on your PC. As such, they hope to charge advertisers more. The stakes are high: Cable companies get only a small portion of the $182 billion North American advertising market. Eason said the cable operators, which sell local ads on networks like Comedy Central, get roughly 10 percent of the commercial time on those channels. With targeting, they are hoping to expand that. But they have to tread carefully. Privacy advocates worry the practice opens the door to unwanted tracking of viewing habits so ads can target consumers' likes or dislikes. They also fear it could lead to discrimination, such as poorer households getting ads for the worst auto-financing deals because they are deemed credit risks. "You've got to tell people you're doing it and you've got to give people a way to say no," said Pam Dixon, executive director of World Privacy Forum in Carlsbad, Calif. "Otherwise, it's just not fair."

Cablevision Systems announced it will expand its addressable-advertising capabilities to be able to deliver TV spots based on an individual subscriber's demographic data to some 500,000 households across the New York metro area this summer. The half-million-homes deployment -- representing cable's largest with addressable advertising to date -- comes after an 18-month trial covering 100,000 households, in which Cablevision tested the targeted form advertising for its Optimum-branded services. According to Cablevision, the trial showed a "double-digit" lift in sales in areas that received the addressable ads compared with homes that did not. After building out to 500,000 households across multiple zones within the New York DMA, Cablevision ultimately expects to bring addressability to all of its 2.8 million digital TV subscribers. The expanded deployment includes unidentified "top national brands," represented by media agencies GroupM, Starcom MediaVest Group and Universal McCann. Cablevision said it already has placed addressable ads from outside advertisers, but it has not identified those customers publicly. Addressable advertising, considered a holy grail of advertising in combining broad reach with demographic targeting, is also a core part of the mission for Canoe Ventures, the joint venture of Cablevision and five other MSOs. But Canoe, at least initially, will provide targeting at the zone level not the household level. Independent of Canoe, Cablevision is moving ahead on several advanced-advertising initiatives. Earlier this week Cablevision and its Rainbow Media programming unit announced plans to offer interactive advertising products and applications to media buyers during this year's upfronts, which would be available in inventory on five Rainbow networks and be viewable to Cablevision digital cable subscribers. To deliver addressable advertising, Cablevision is using technology from Visible World, a New York-based company that works with more than