Telenet begin television advertising based on viewing and Internet behavior




Telenet starts in mid-November with a large-scale pilot project in which households served up personalized TV advertising. The provider uses four different levels of personalization, which include the viewing and Internet behavior a consideration.

All Telenet viewers get a Digicorder see personalized TV advertising in the two commercial channels Four and Five. By Digicorder Telenet provides a profile, and users can set levels with how much information they want to share this. There are four levels in the privacy of Telenet: ‘general’, ‘aiming’, ‘personal’ and ‘unique’.

The ‘general’ no publicity is personalized. The profile is based on the purchased product and location, and Telenet uses it for communication only. At ‘directed’ brings the offeror or the viewing behavior mapping, but only uses this information for viewing tips, writes De Tijd. At the third level, ‘personal’, Telenet combines it with the Internet behavior by the algorithms drawn look profile with targeted TV commercials and on ‘unique’ provider is considering the personal profile.

Standard Telenet operates the third level to its customers; who does not want to participate, must choose an opt-out and to keep track of the Internet behavior are opt-in. “We know that behavioral analysis goes far, but we are convinced that there are people who like to be offered as a customized experience possible,” said Jeroen Bronselaer, marketing director of Telenet. In the first instance, there are ten advertisers do with it.

Telenet had already in 2013 more wanting to experiment with custom voorschotelen of TV advertising. The provider is not the only one in Belgium who work on it. Competitor Proximus starts this month with a test in which an initial assessment, delayed viewing personalized advertising is displayed at VTM, VRT, RTBF and RTL. Later this should be extended to all broadcasts. Proximus does not use levels of data sharing; there is only the option of whether or not to participate.


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