A study by Comcast and media agency Starcom MediaVest indicates that TV viewers who are shown ads tailored to their interests are one-third less likely to switch channels. The study used Experian data to target pet owners with ads for pet products. Laura Desmond, CEO of Starcom MediaVest the Americas, said: "Clients are demanding accountability. We will reward those that deliver a higher level of measurement and accountability to us and our clients."

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