• Adweek, Tuesday, May 20, 2008 10:30 AM

The future isn't plastic, it's TV set-top boxes. Advertisers can use the down-to-the-second detail offered from digital set-top boxes to demonstrate more precisely how viewers are watching TV. They should be a primary tool for targeting the right ad messages to the right households.

To that end, Starcom and sibling MediaVest are working with TNS, cable operators and TiVo to unlock insights in STB data. WPP has invested in OpenTV, Invidi and TRA.

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