Denver -most owners of Smart TV operating system (OS) are now in the advertisement sales activities. Software providers for budget and premium TVs improve their advertisements -for which their ability to collect user data requires. This creates an “inherent conflict” within industry, Takashi Nakano, VP of content and programming at Samsung TV Plus, said last week on the StreamTV show in Denver.
During a panel at the StreamTV Insider conference entitled “CTV OS Leader Roundtable: from drivers to engagement and content strategy”, Nakano recognized the opposite needs of advertisers and Smart TV users, who ask for a reasonable number of data protection.
“Do you want your details to be sold there and everyone knows exactly what you have viewed … The answer is generally no,” said the Samsung director. “Nevertheless, advertisers want all this information. They want to know exactly what you have eaten for breakfast.”
Nakano also suggested that the owners of operating systems focus on SMART TVs and other streaming hardware, such as streaming sticks, are flooded with user data that may not be so useful or necessary to collect:
I think there is inherent conflict in the advertising ecosystem that provides so much data. … we are lucky that we have all that data, but we are also: “Do we really want to give it all and hand it all out?” There is a constant conflict, right? So how do we create an ecosystem where we can operate advertisements that are pretty good? Maybe it's not perfect …
Nowadays, Connected TV (CTV) Oses are largely built around collecting user data, but also creating ways to collect new types of information about viewers to deliver more relevant, impactful advertisements. For example, LG recently announced that his Smart TV OS, Webos, a new AI model will use that informs advertising placement based on the emotions and personal beliefs of viewers.
