In my humble opinion, I strongly believe that this article is of great significance to the consumers (general public) and the advertisers. This is because, they need to be aware that advertisements in 2014 through the means of a set-up box and game consoles that are target specific will be getting more common this year. This have a great impact on the consumers as most of the consumers might find this as a form of privacy invasion, as in order for the advertisement to be ‘addressable’ the advertising companies will need to access their private information, and hence, this creates the issue on the invasion of privacy. At the same time, this also have an impact on the advertisers as they can now choose their advertisement to cater to a specific group of consumers based on the information and data they have gathered from the set-up boxes and consoles. This has a great significance on the consumers as this article concerns their privacy as advertisements will target consumers based on location, financial status, behavioural influences and preferences, life stage and age of children. This indirectly implies that the advertisers have complete access to the information of the consumers via the set-up boxes and consoles. In this case, when the advertisers access information of consumers via these means for the sole purpose of advertising their products, it can be considered as a form of privacy invasion, as consumers have the right to retain and choose which information to release to these companies, hence, I strongly feel that there should be a system that protect consumer’s interests and information. Thus, this article is of great significance to the consumers as consumers do not necessary benefit much from this new form of advertisement that is ‘addressable’ as their privacy is being invaded. This article is also of great significance to the advertisers as they now