According to Investor’s Business Daily, several major cable companies have launched an advertising start-up called Canoe Ventures that is developing the technology to record and analyze cable subscribers’ viewing metrics. As part of this plan, Comcast is reportedly building a “500 TB TV Warehouse” to store the aggregate habits of its 16.8 million digital cable customers.
Canoe has the potential to bring television advertising techniques up to par with their online counterparts, which have for years enabled websites to tailor ads to individual visitors. While cable companies haven’t used digital set-top boxes to collect viewing metrics until fairly recently, the concept of tracking television viewing habits isn’t new. For several years, TiVO set-top boxes have logged these habits without any ensuing privacy violations. And last May, Charter Communications began selling set-top box data to Nielsen Media Research so it could analyze the viewing statistics of Charter’s Los Angeles-area cable customers.
It’s a near-certainty that Canoe will have privacy activists up in arms, warning us that consumer privacy is under siege and calling for regulators—or Congress—to act. But as always, privacy risks must be balanced with the wealth-creating upside of targeted marketing. Data mining can indeed co-exist with effective privacy safeguards, and disciplined firms must be allowed to experiment with intelligent methods of matching buyers with sellers.