Connected TV will feel the next wave of privacy crackdowns, as marketers struggle through a maze of data rules regarding tracking consumers while still conducting business as usual. In fact, the ad industry is warning brands in digital TV to privacy-proof their operations now against a pending onslaught of regulations.
The advertising trade group the 4As, with measurement firm CIMM, issued a report today advising connected TV marketers and their ad tech partners to adopt basic steps to deal with a new flood of rules and regulations. The report outlined how to work within the byzantine framework of connected TV—run through TV makers, multiple operating systems, and apps. “It’s really become a massive quagmire,” said Ashwini Karandikar, executive VP of media, technology and data at 4As.
