The advertising onslaught you face at the supermarket is about to increase — a company called MediaCart, in partnership with MicroSoft, is unleashing targeted video advertising in the cart itself. According to Online Media Daily,

Using Microsoft’s technology, MediaCart will execute anonymous ad targeting through data obtained from ShopRite’s customer loyalty card program. For the system to work, shoppers must first scan their card in the system. They then receive ads and promotional offers based on past purchases and saved shopping lists, which can be uploaded from a home PC.

Will shoppers love this, or will they set their carts on fire in protest? Stay tuned — the experiment will begin later this year at ShopRite stores on the East Coast.

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