Targeting comes to in-store ads

08/21/2008 | Wall Street Journal, The

Marketers are experimenting with a new type of in-store and point-of-purchase ad based on consumer identity and behavior. Procter & Gamble is testing a system that uses radio-frequency identification to play ads on a digital screen based on what products a consumer has picked up. Dunkin' Donuts is trying out a system that displays food ads to customers ordering just coffee.

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