Connected TV inventory has increased dramatically over the past year, making it possible to replicate a nationally representative audience, which is attracting TV advertisers. In other words, if advertisers want to target TV ads, connected TV is becoming a more attractive option than serving addressable ads over a linear broadcast. Of course, there are still advertisers that use both tactics.
However, concerns over data privacy regulations may dampen enthusiasm for addressable TV advertising. Because addressable ads use data for targeting, they run a greater risk of violating data privacy laws as opposed to regular TV ads. Broadcast companies are creating cross-divisional groups of lawyers, data scientists and product people to figure out how to be compliant with upcoming data laws like the California Consumer Privacy Act (CCPA), AdExchanger reported in August.