FTC Regulations in a World of Big Data, Consumers, Advertisers, and TV

FTC regulations regarding consumer privacy are pivotal pieces of legislation. Television has increasingly come to rely on 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 fairly.”

Read the full article on the Videa blog.

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