It is being compared to something from the science-fiction film Minority Report. Viewers who subscribe to Channel 4’s online services are to be shown adverts that speak to them by name.
Twentieth Century Fox, Ronseal and Foster’s will be the first to personalise adverts. Someone called John watching a lager commercial might hear: “John, this one’s for you!” Trailers for films such as Alien: Covenant will also feature personalised messages.
Channel 4 has been able to launch the adverts after asking its 15 million online subscribers — who include half of Britain’s 16 to 34-year-olds — to register for its All 4 web service, which includes on-demand programmes. Information on an individual, such as their interests, is stored by Channel 4.
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