By Jonathan Easton
Video ad platform SpotX has launched a new set of privacy-compliant CTV audience data tools.
The new suite of audience data tools promises to enable media owners and advertisers to target audiences using first-party, third-party, or subscriber data in a privacy-compliant way.
Privacy regulations are an increasing concern for operators at a time when the world is becoming more digital.
CTV media owners have more inventory than ever before and are concerned with protecting data from leakage. SpotX said that it is “uniquely positioned to bridge the gap” between media owners and advertisers by managing sensitive, data-driven transactions.
SpotX achieves this by preemptively refining video ad inventory against audience data and content signals on the supply side in a privacy-compliant manner. The new suite also restricts any personal information signals that are passed to the buy side in the bid request (through IP addresses, device IDs, and additional signals), as well as obfuscates the data in the beacons.
In addition, media owners using the suite can combine first-party data sets with multiple other data sets from advertisers and third-parties. SpotX said that this method “moves away from pixels and beacons to ensure there is no unintended data leakage.”
Senior Vice President, Platform at SpotX, Mike Laband said: “We recognised early on that the CTV industry would need a supply-side data activation solution which is very different from how other areas of digital media operate. It’s extremely gratifying to see the market grow and embrace the audience-based targeting suite that we’ve been building for years. Because we’ve created technology that takes all privacy regulations into consideration, we expect to see even more adoption moving forward, especially as additional privacy restrictions are enforced.”
