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IAPP Global Privacy Summit 2012
March 8, 2012
Privacy issues in the new TV
Your Program Options
Content delivery has transformed and been transformed
• On demand options
• Interactive Media
• Time/Space shifting
Appeal of Set-Top-Box Data
Stability: All Adults Standard Error
Value of Set-Top-Box Data
Stability:
CNBC: Closing Bell and Fast Money
Connected / Smart TV
Broadband connected TV’s have the potential
to collect usage data.
No ongoing subscriber relationship with viewer.
Branded Apps / TV Widgets
Branded Apps / TV Widgets
Second Screen Interactivity
Interactive TV Ads
iTV ad “overlays” can be addressed to groups of households.
Addressable TV Advertising
Addressable TV Advertising
• Household • Neighborhood • Retail trading
zone • DMA • State • Region • Nation
Addressable TV Advertising
SPOT OPTIMIZATION – MULTIPLE VERSIONS
• Sell a single commercial break to an advertiser (Ford) with multiple versions of the same product sent to different households and DSTBs
• Mustang Shelby for the high-end audience
• Mustang GT for the mid-range audience
• Mustang V6 for the economy audience
Privacy Controls
SpotLink™ Data Boundary Manager
National Cross Platform
Advertising Server (IAB)
Local SCTE-130
Advertising Server
Platform Specific
Video Splicing Server
Data Boundary
Manager
SpotLink ADS for
Internet Ad Servers (IAB)
SpotLink Router
No Personally Identifiable Info (PII) Leaves Video Distributor’s Premises
SpotLink Router
What is a privacy pro to do?
A. Relevant laws- • Cable Act
• Video Privacy Protection Act
B. Policy disclosures
C. Just-in-time Notice
D. Use of data aggregation instead of PII
Thank You! Jason Malamud Director-Media Services [email protected] Magnolia Mansourkia Mobley Vice President and Assistant General Counsel-Privacy [email protected]
