Digital marketing is swirling around Connected TV
While privacy-centric policies are separating advertisers from their target audience, connected television might form a bridge
Advertising policies of Apple, Facebook and Google have changed, much to the demise of effective digital marketing, as privacy-oriented policies have made it increasingly difficult for advertiser to reach their target audiences, pushing marketers to new solutions. Third party cookies have been deemed insupportable for user privacy, prompting interventions by advocacy groups and politicians. Back in the day, when the humans had narrowly escaped the Y2K apocalypse, spying on clients without their consent was a feasible, practical and more or less legal way to accelerate the growth of social media’s market value by a longshot, as the digital realm allowed ads to be precisely targeted. With that advantage offline there is space for a new era of being glued to a screen, introducing with a thundering applause the vastly growing realm of Connected TV.
People’s favourite lockdown treat has become the standard of television devices, with average use being three hours a day, much to the demise of the endangered live TV. Apart from major PayTV apps like HBO Max or Disney+, several free providers like Pluto make up the scattered decentralised landscape of CTV streaming. While these currently resort to third party cookies for the most part, new technologies combining privacy and tracking are being explored in the field. The active user selection of their favourite channel allows for more precise targeting with less privacy problems. The increasing interest in smart home systems.
Maybe TV wasn’t doomed since the rise of the internet after all, but just in need of some customisation.
Whether or not CTV reaches its expectations, only time can tell. But it has quickly gained a wide user base, and digital marketers will flock to experiment in this promising environment. It is certainly a potential player to reshape the market and diversify ad platforms.
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