TiVo's on to something. Maybe people only avoid commercials because they're about things that don't interest them? So if you can't beat 'em, join 'em.
The Wall Street Journal (paid access) reports that TiVo is working on a model where the viewer can compile his own profile in order to determine the kinds of ads he's going to be served. They're doing this together with advertising giants Interpublic, Omnicom and Publicis - looks like WPP got left out at the party.
Next: DIY commercial breaks?
So the bad news is: TiVo's days as an ad-free medium are numbered. But the good (and even better) news is: the consumer rules! Instead of deciding to go out to the kitchen to make coffee, decide to shop for a car or a holiday. Wonder when Google finally figures out that instead of exclusively serving up ads linked to content, there's an incredible opportunity to give the users the reins and let them decide what they want to see.
TiVo leads the way, Google follows? That'll be the day!
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