Democrats, Republicans go after data-driven TV ads that know -- like, really know -- voters

DirecTV and Dish Network customers may notice something a little different this election season: Your television ads know who you are.

The satellite television providers have partnered with Democratic and Republican data shops to harness information about their 20 million customers and deliver television ads tailored to the viewer.

The technology, known as "addressable advertising," is the latest front in a growing battle to reach voters.

The television providers will take over a customer's digital video recorder, or DVR, when it's not in use -- likely in the middle of the night. The targeted ads are downloaded. When a cue is sent by an advertiser of the perfect moment to run, one of those ads are picked off the box and run on the television screen, appearing just like any ol' television commercial.