The Evolution of the Commercial Break: Are TV Ads Personalized?
Remember when the entire neighborhood watched the exact same sitcom, laughed at the same jokes, and sat through the exact same detergent commercial during the mid-game timeout? For decades, television advertising operated on a simple, democratic principle of mass broadcast. Everyone tuned into a specific channel at a specific time received a uniform experience.
Today, that collective viewing experience has quietly splintered. If you and your next-door neighbor are watching the same live sports broadcast or streaming the same thriller on your respective smart TVs, you might be surprised to look up during a commercial break and see two completely different ads.
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