Targeted measurable television ads?

Google CEO Eric Schmidt believes television viewers should not have to stand for tv commercials that are “a waste of your time.”

Schmidt is frustrated that “When you watch the television you see ads that are clearly not targeted for you.” More...

The plan is to target viewers, and use technology to measure how much viewers like ads. In general I can't see it working, because:

- most TV ads promote brands and real-world shopping
- viewers won't be bothered to inform Google if they like an ad
- although some ads can prompt a viewer to click on something, the novelty will tire quickly
- such measurement cannot occur without viewer interaction

It could work for the people who sit at their computer to watch TV. But not for couch-potatoes, they are dreaming!

But then again, why not spend a little cash to explore the possibilities, and hire a few folk who are smarter than me on these things.