On Monday, Dish Network and DirecTv announced their plans to cooperatively give political advertisers the ability to microtarget their ads down to the household level. Over 20 million homes will soon start getting tailored campaign spots, meant just for them. While set-top boxes are idle, tuning into a channel that’s playing the ad you’re meant to see, the new ad will record the original ad using DVR and insert itself into your regular programming while you’re watching a show, replacing the ad that was originally supposed to air. This can be simulated for any household that subscribes to either Dish or DirecTv, allowing political strategists to choose viewers and send exclusive messages.
