Magnite’s Rachel Glasser On The Growing Importance Of Data Privacy
As part of our partnership with the TV Data Initiative (TVDI) we’re going to be showcasing video interviews with various consortium members where they will discuss the key issues surrounding the TV data ecosystem and the what they hope the consortium can accomplish
Here, Magnite’s Chief Privacy Officer, Rachel Glasser, talks about the growing importance of data privacy in the TV data ecosystem to explain why it had become a key focus for the TV Data Initiative.
Rachel Glasser: I think people care about privacy on TV because it's sort of a newer medium in terms of how user information is collected and used. We sort of have come to behave a certain way when it comes to mobile devices or tablets. We behave a certain way and come to expect certain things when we're searching online on a browser or on a desktop computer.
I think the connected TV space and smart TVs, OTT, we're kind of getting there as far as user expectation as it relates to user behavior or vice versa.
But, you know, there's still a little bit more work to do.
It takes a while for user behavior to catch on and for the industry to respond or, for users to get acclimated to how data collection is actually working.
So I think there's sort of this expectation gap that we might have in terms of what users might expect. I think users sort of expect to be followed around online.
I think users sort of expect to be followed around online with certain things that they search for and then they see the ads for the red shoes all over the place.
In TV they may not have that same expectation, right?
Because it's a different type of device, the user interacts differently. And there may be more of a feeling
of being creeped out. However, if we're able to make campaigns more efficient and if we're able to understand user behavior a little bit better, we may be able to do a better job at how we actually serve advertising to different households or different users.
If there is a way for the TV Data Initiative to help facilitate some of that technology, it feeds directly into the data that's able to be used within the ecosystem and knowing if it's consented or not consented. How do we even know in the first place if we're able to use it or collect it?
