While connected and addressable TV have been making progress in addressing interoperability and other challenges, privacy issues now pose even more complex — and potentially seriously
disruptive—issues.
With the COVID-accelerated boom in video streaming coinciding with intensified consumer and government scrutiny of digital media privacy practices, media owners, advertisers and ad-tech partners have been scrambling for solutions that manage to be “privacy-respectful” or “privacy-forward” while supporting and advancing the use of rich consumer data to target and measure TV advertising.
But as those in the industry know all too well, the multitude of players, operating systems (including the increasingly powerful smart TV OEMs) and apps, the bifurcation between linear and streaming models and other factors made this a daunting mission even before the emergence of a growing number of differing state privacy laws (14, at last count).
