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TV advertising is poised to change dramatically over the next decade, embracing the kind of targeting and user control already common on the Web, according to a new report by Forrester Research.
Forrester lays out a decade-long evolution that will ultimately result in most programming delivered on-demand with targeted ad messages based on location and behavior, along with community functions.
This “Personal TV,” as Forrester calls it, would also deliver a Web-like experience for consumers, with a portal-like menu of programming options and search functions.
Forrester
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