DISH could use its DVR to create a real-time ad-bidding service

01/7/2013 | Bloomberg Businessweek

DISH Network is looking to put its controversial ad-skipping "Hopper" technology in service of marketers by taking the "What's Hot Now" feature and allowing advertisers to bid in real time based on viewer-interest data. "DISH has unfairly gotten an anti-ad reputation, when in fact DISH is just trying to innovate. This is another really interesting potential innovation," says Warren Schlichting, DISH's senior vice president of media sales and analytics.

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