• The New York Times, Friday, October 28, 2016 6:41 AM

Targeting consumers with individualized TV ads using cable or satellite boxes could be one of the upshots of the AT&T and Time Warner merger, according to a report in The New York Times. This would be addressable TV advertising. "AT&T and Time Warner are pointing to targeted advertising as a major benefit of their proposed $85 billion merger. Jeffrey L. Bewkes, the chief executive of Time Warner, and Randall L. Stephenson, AT&T’s chief executive, highlighted the vast trove of consumer data their combined companies would have in a call with investors on Monday, and its usefulness for both marketers and consumers," the Tiimes reported "Viewers, with new subscription options, could enjoy fewer interruptions and see ads for 'the products you’re interested in, not the ones you don’t need to see,' Mr. Bewkes said. National advertisers would presumably pay more to reach them and have an alternative to spending on Google and Facebook."

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