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Uncertain future for targeted TV ads in Canada

Media | 05/06/2014 6:35 pm EDT

One of television’s strengths as a vehicle for advertising has always been its ability to reach a lot of people with the same message at the same time. The industry has the technological capability to move in a different direction now and already has, to some degree, in the United States. Possibilities exist that can allow TV advertisers to reach smaller groups of individuals with their commercials that target households in specific locations and in particular demographic groups. “On the Internet, we can order up a male, 25-54 [years old], who’s interested in golf and...