TV ads customized for you, thanks to the ATSC 3.0 chip in your TV

The Chicago Tribune reports:

The same weirdly specific ads you see online that are tailored to your behavior could soon appear on your local television network, thanks to looming policy changes by federal regulators.

I’m all for programmatic ads on TV if they allow me to block certain ads. First thing I would block are all car ads. Every single one. I’m not in the market to buy a car. I believe we live in far too much of a car-dominated culture. I do not wish to see car ads. Boom. Gone. That would be so sweet.

What is the technology that will make these programmatic ads work on TV? I’m assuming my TV set has its own IP address. And that somehow Comcast would be able to deliver specific ads to my TV, aka IP address, aka computer. Therefore, wouldn’t this only work with cable TV? How can this work with broadcast television?

Apparently I’m completely wrong. This system would work with digital antennas. However, you’ll need a special chip in your tv. That chip makes this work for broadcast, satellite, and cable.

Will this chip be connected to the internet? Or is it isolated completely to just what you watch, thus your ads are only based on what you watch. I REALLY REALLY want control over what ads are shown on my TV.

CordCuttterNews reports:

To enjoy Next Gen Broadcast TV in all of its glory, you will need to use a TV antenna …With the new ATSC 3.0 standard, stations will receive instant data on how a show or station is doing, thanks to the new 3.0 chips being installed in the newer TV

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