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Smart TV OS owners face “constant conflict” between privacy, advertiser demands
Advertisers want to know “exactly what you ate for breakfast.”…
During a panel at StreamTV Insider’s conference entitled “CTV OS Leader Roundtable: From Drivers to Engagement and Content Strategy,” Nakano acknowledged the opposing needs of advertisers and smart TV users, who are calling for a reasonable amount of data privacy. Today, connected TV (CTV) OSes are largely built around not just gathering user data, but also creating ways to collect new types of information about viewers in order to deliver more relevant, impactful ads. As TVs progress toward a battle of data, ads, and tracking over hardware sales and panel advancements, TV brands are largely invested in driving OSes that can serve advertisers’ needs.
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