BSkyB is to trial a scheme called AdSmart in which television ads will be streamed based on viewers supposed lifestyles.
The experiment is due to start next year.
The adverts will be stored on customers' Sky+HD set-top boxes and transmitted during 'live' viewing,
A BSkyB spokesman told The Independent: "A single, male might see an advert for a Mondeo but the family next door could see an ad for a people carrier.
"We could deliver localised ads, so you might see one for the Ford dealership in your area. And we can update ad campaigns."
BSkyB stressed it would not target customers by analysing which programmes they watch, nor would it buy in data about their purchasing habits.