big datasets, with new initiatives by Viacom and Turner concerning their linear, addressable, and programmatic data platforms.
Wherever big data is used, there’s an unspoken assumption that the
industry will be privacy compliant, that the data is hashed, and that
it’s only used to target consumers on an anonymous basis. But as
companies gather ever more granular data that can be combined and
modeled using machine learning, how close will targeting become to
specific one-to-one marketing in television? And at that point, how much
privacy can consumers expect?
Failing to Create Standards Creates Risk
Cooperation across companies to develop a data-privacy industry
standard not only helps consumers—it helps businesses as well. In a
recent article in AdExchanger,
Brad Smith, SVP Revenue and Operations at Videa, noted, “Guidelines and
best practices drive consistency and repeatability in systems and
processes. It also preserves and improves the art of selling broadcast
linear television advertising and the use of first- and third-party data
overlays to better understand audience value. (It) establishes rules of
engagement between marketplaces so demand and inventory are represented
Read the full article on the Videa blog.