OTT is the next frontier for ‘consent everywhere’

As targeted advertising on connected TV and over-the-top (OTT) platforms continues to grow, there are obstacles that need to be overcome for obtaining consent from audiences for use of their personal data. Here Brian Kane, COO and founder of Sourcepoint, outlines the main challenges around collecting consent on OTT platforms.

Video content consumption continues to grow globally — with over-the-top (OTT) platforms and connected TV (CTV) leading the pack. The OTT / streaming video market is expected to double in size to $72.8 billion by 2023. However, with the onset of data privacy regulations like the EU’s General Data Protection Regulation (GDPR) and the California Privacy Rights Act (CPRA) in the US, media platforms need to ensure legal compliance. This brings a host of challenges and considerations to be incorporated into the rapidly growing market .

Digital video consumption rates have been increasing year-on-year, due in no small part to the improved portability of device and streaming options. It’s a common sight to see commuters watching digital video on the train, or kids at restaurants watching entire movies on their tablets. We are all accustomed to viewing content across multiple devices — and locations. 

But in a world where viewers increasingly consume video on a variety of devices in multiple locations, keeping track of their consent everywhere is a necessity. After all, we expect our viewing preferences to go wherever we go – why shouldn’t our privacy preferences?

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