Gray Television Inc. is acquiring technology interactive television technology to collect click data from TV viewers for advertisers. Viewers will be able to manage their own opt-in data.
Embedded set-top box technology from Backchannel Media Inc. will enable Gray Television to sell advertising on per click basis on 36 local TV stations, which reach approximately 7 million households.
Viewers were be able to click on small icons at the bottom of TV screens to “bookmark” their content interests for access through Web pages or e-mail addresses, which can be retrieved by any Web browser, including mobile devices.
Viewer interaction data from live and time-shift programming will help advertisers connect with digital TV viewers in new ways and launch a new revenue stream for Gray Television, according to Robert S. Prather, Jr., president of Gray Television.
