"Time Warner Cable will soon begin testing a system designed by software firm Invidi Technologies that uses the digital set-top cable box to track what each TV in any house has on. It's expected to go into a household test by year end, with other cable companies following in 2006. By analyzing where a viewer channel surfs, Invidi says the system can figure out the age, gender, and probable interests of the viewer. Most important, the system then matches TV ads to the consumer based on what might actually interest them."
-- Business Week
Also see a related blog post by a Business Week editor David Kiley.
Yahoo Tests Behaviour-Targeted Text Ads