There's a lawsuit (details) that involves a truck stop operator that used segOne technology to filter out generic ads on its TVs and replaced them with hand-picked messages targeted at truckers. Here's a blurb about this interesting tech:
"The segOne 2000 LS connects to any television. It detects when a commercial break occurs, switching channels seamlessly, playing the commercials provided by segOne. The commercials will be specially selected for the establishments in the area where you want to focus your product. The commercials last a predetermined length (30-seconds up to two minutes), then the system returns to the original program, undetected. This innovative technology is compatible with direct satellite, cable television set-ups, and HDTV."
-- via TechDirt