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MediaPost Publications - Comcast Wants To Lead Interactive Ad Charge - 05/31/2007

COMCAST'S TOP EXECUTIVE BELIEVES IT'S "imperative" the cable operator give advertisers a user-friendly way to beam targeted messages into millions of homes within the next several years. The same philosophy applies to interactive ads, in which a viewer could potentially engage in impulse e-commerce.

"The money is humongous--and real cash," Comcast chairman-CEO Brian Roberts said Wednesday at an investor conference.

That calculus would appear to come from advertisers' increased interest in employing Internet-style targeted ad techniques on linear TV--and the massive amount of ad time Comcast has to sell via the two minutes an hour per channel that it retains for itself.

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