The news: Personalization is becoming the name of the game in connected TV (CTV) advertising. Major CTV players like Roku have struck deals with The Trade Desk to broaden their data pools in hopes that even more highly targeted ads will deliver greater revenues.
The Trade Desk itself is looking to get into the CTV operating system market, setting it up to have a significant advantage due to its wealth of personal data.
But the same privacy changes that have led to major shifts in other digital ad sectors could also come to CTVs. US authorities have started ramping up privacy regulation, and the FTC recently called for broad oversight of the ad industry, which will almost surely touch the nearly $29 billion advertising channel.
