Advertisers have long been suspicious of TiVo for the option it gives views to zap out commercial breaks from network programming.

Now TiVo has announced that it’s turning the embedded advertising model on its head by letting TiVo customers search for ads by topic.

this new feature will work in much the same way TiVo subscribers create “WishLists” to find programs. But instead of Jimmy Stewart movies or TV shows about baseball, TiVo users would register a profile with the company based on their interests. Then, in a section of the TiVo menu system, they will find ads — short- and longform — based on their interests.

Someone in the market for a new car would find ads for cars that someone who isn’t would never see, for instance.

“What we’ve learned is, TiVo customers want to know about new products and services but on their own time,” TiVo vp national advertising sales Davina Kent said.