Once Ad Widgets are created, they can be targeted to run across a footprint, a market, in specific zones or ZIP codes, or in specific groupings of set-top boxes. This is the part of the process where such decisions are managed.

Ad Widgets are also addressable by custom-supplied subscriber lists (such as Ford owners), self-selection from Voting & Polling results, previous exposures, or a combination of these. For subscribers not being addressed, the targeting process can either prevent the overlay from being displayed (leaving the commercial to run as usual) or present an alternate interactive path.