Gracenote is advancing a system that can target television viewers with commercials based on their personal information and viewing habits. The system syncs the programs being watched with public demographic information about the viewer to place more relevant ads. "It's highly, highly disruptive to a $70 billion business. ... If you can get an uplift in cost per impression, there's more money to share," says Gracenote President Stephen White. Trials begin in 2013.