"Two Google research scientists want your computer to watch television with you so it can deliver personalized Internet content at the same time. In a research paper presented at interactive television conference Euro ITV in Greece, Google researchers propose using ambient-audio identification technology to capture TV sound with a laptop PC to identify the show that is the source of the sound and to use that information to immediately return personalized Internet content to the PC.
The paper specifically contemplates the proposed system's potential as an advertising tool. "A similar procedure [to Google's online keyword bidding process] could be adapted to mass-personalization applications," the paper says. 'Thus, content providers or advertisers might bid for specific television segments.'"
-- Information Week
New buzzword, huh? Mass personalization?
-- "Social- and Interactive-Television Applications Based on Real Time Ambient Audio Identifications" (pdf).
-- Post on Google Research blog.