TV advertisers are going to need to leverage their own customer data sets in the coming era of advanced TV ad targeting – because the recent age of indiscriminate targeting is being nixed amid a flight to privacy.
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For years, it was taken on faith that television advertising worked. It drove viewers to auto showrooms, opened movies and made products fly off the shelf.
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"There are a lot of players in the space," said Marc Bourget, vice president of Samba TV. He added: "These might not be networks or channels, but these are aggregators who, when you look at their offering, they actually present a lot of those premium channels. The CTV space is extremely fragmented."
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"We've begun seeing companies like Samba TV, a company that has their software on most television manufacturers' devices. They're in 25 million televisions across the world and can provide real-time data for marketers at a breadth and depth that's never before been available."
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"We believe strongly in the potential of using first-party data in the television space and over-the-top," he said. "We think that model is going to be much more privacy-compliant and valuable to advertisers and consumers."
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"Our contribution to the TV advertising ecosystem is a wealth of insights that we didn’t have five or 10 years ago. That transforms how we plan, optimize and measure programming decisions, creative decisions, as well as advertising decisions."
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