Hasta La Creative!

TV has always been a cornerstone of advertising campaigns due to its unique ability to employ sight, sound and motion to grab viewers’ attention, and now, with new digital privacy regulations, it’s also important to know that TV can enable you to connect with households in a more privacy-compliant way.

The General Data Protection Regulation, GDPR, went into effect in Europe this year and fundamentally changed how marketers collect and use data for targeted advertising. In the U.S., the regulation led many global advertisers to take a hard look at data collection practices and about what information needs to be collected, and what canand can’tbe shared with partners. And it looks like public sentiment will give way to more privacy regulation, whether it’s determined state by state or nationally. California’s digital privacy rules go into effect in 2020, and a similar privacy bill was introduced in New Jersey. A PwC survey found that just half of U.S. businesses affected by the California legislation expect to be compliant by the 2020 deadline.

Regulation is coming at the same time that interest in addressable TV is growing. And since addressable TV has natural safeguards built into it to protect privacy, now is the time for marketers that are reviewing their privacy practices to add addressable TV into their mix. Advertisers know that ultimately, reaching people with relevant messages is key to improving their television advertising ROI and enhancing the overall TV viewing experience, whether for live or on demand, in a home or on a mobile device. The challenge, then, is conducting addressable advertising in a way that completely safeguards consumer data and optimizes relevant ad experiences.

Continue reading at AdAge.com