Digital media should take cues from TV to provide privacy-first ad experiences

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 13, 2021, 9:04 AM UTC

Viewers in the TV ecosystem are "customers," and their value is derived from relationships with media owners, unlike "targets" in the digital space.

Many ad businesses are looking to TV, as privacy-first environments proliferate on multiple digital fronts. With the TV ad industry having always functioned under stringent privacy policies, it stands to benefit from the flexibility of the digital landscape.

Because TV is regulated and controlled, media owners in OTT, livestreaming, and traditional TV, know the consequence of providing poor ad experiences. Further, misconstrued regulations, tech loopholes, and changes of privacy laws in digital have positioned TV to "lead advertising into the future."

The Cable Communications Policy Act of 1984, protects the collection, use and sharing of consumers’ viewing history. The TV environment should be used as a model for digital to adapt to the privacy-first laws.

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