GS-3, Science & Tech, Uncategorized

Cloud technology changing TV ad landscape

The Hindu

Issue

  • Geo-targeted advertising.

Geo targeting

  • Geo targeting in geomarketing and internet marketing is the method of determining the geolocation of a website visitor and delivering different content to that visitor based on his or her location, such as country, region/state, city, metro code/zip code, organization, IP address, ISP or other criteria.

Geo targeted advertisements on Television channels

  • Around 25 news and entertainment channels are beaming region-specific ads.
  • With the trend of geo-targeted advertising catching on, more companies are making use of technology to beam adverts to only areas where their products have strong presence.

How do they do it?

  • Normally, local cable operators have decoder boxes for each channel that receive and relay the programmes to households.
  • To enable geo-targeted advertising these boxes are replaced with smart boxes that not only store data but also intelligently identify the spot where the location-specific ad has to replace the nationally telecast one.
  • The trigger for the geo-targeted ad comes from a unique watermark inserted on the video, which gives the cue to the smart box to run the local ad.
  • Watermark is an invisible and inaudible identifier, like a product barcode.

Cloud computing

Cloud computing is a type of computing that relies on sharing computing resources rather than having local servers or personald evices to handle applications.

Cloud computing is comparable to grid computing, a type of computing where unused processing cycles of all computers in a network are harnesses to solve problems too intensive for any stand-alone machine.

In cloud computing, the word cloud (also phrased as “the cloud”) is used as a metaphor for “the Internet,” so the phrase cloud computing means “a type of Internet-based computing,” where different services — such as servers, storage and applications —are delivered to an organization’s computers and devices through the Internet.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s