Show-Level Data, Standardized Signals Top CTV Transparency Issues: Philos Aulden Kaye Yi Beet.TV [Video]

Connected TV (CTV) presents a paradox. It promises targeted advertising and detailed viewer data, yet simultaneously grapples with transparency and brand safety challenges. While advertisers yearn for show-level insights, the one-to-one nature of CTV impressions raises privacy flags.

One executive pushing for greater transparency in CTV advertising is Aulden Kaye Yi, Head of Advertising Partnerships at Philo, a US-based streaming television service offering live and on-demand content.

Yi said in this video interview with Beet.TV that show-level data is one of the biggest transparency challenges in CTV because advertisers are accustomed to associating their ads with specific programs, as they do with traditional linear TV buys.

“There are privacy restrictions around what you can include in a bid request around that household level data,” she said. “That is a challenge, particularly for pre-bid, even for publishers who are able to sell against specific content.”

Another significant hurdle, Yi noted, is …