DAVID VERKLIN is a little twitchy about how traditional TV audiences are going to react to what he calls "behavioural targeting".

Online players such as Google are already using such technologies but the technique is now headed to TV land as the broadcast spectrum goes digital, paving the way for electronic program guides and TiVo-style program scheduling and recording.

These developments throw up a "data trail" that can be analysed for advertising, says Verklin, who controls about $US8 billion ($9.3 billion) in media-buying budgets as the chief executive of Carat Americas and chairman of the group's Asia Pacific operation.

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Source: SMH