How Addressable TV Avoids Privacy Issues [VIDEO]
As Addressable TV is growing, questions about privacy grow with it, but this offers an opportunity to implement solutions. LTN Global CTO and Head of Strategy Alan Young discusses how addressable TV can avoid privacy issues, and prioritize targeting that puts the individual first
“I think making sure that the targeting is done in a secure way that does not impinge on any individual’s privacy is in the best interests of everyone. Because if it’s not done properly, then it’s not going to be effective,” says Young.
Here’s the transcript:
As addressable TV rolls out, the privacy issues have been highlighted. So, as it’s put in place, I think it’s going to be taken into account and I think making sure that the targeting is done in a secure way that does not impinge on any individual’s privacy is it’s in the best interests of everyone. Because if it’s not done properly, then is not going to be effective. I do think it’s important, though, to to point out that targeted advertising or addressable advertising, as well as being more relevant to the consumer, it’s a better experience for the consumer to see something that’s relevant to them is more valuable.
And it helps advertisers get that message across rather than the high degree of wastage that that exists today. Basically blasting the advert out to everyone. If it’s done properly, it’s a win-win-win. It’s a win for the consumer because they’re getting something that’s relevant to them. It’s a win for the advertisers because they’re, they’re their marketing budgets are being spent more efficiently. And it’s obviously a win for the inventory owners because they get to make more money from their contents.
This “On Privacy” video is brought to you by Inscape .