In this interview from CES 2024, OpenAP’s CMO Brittany Slattery shares its position on the future of data privacy in video advertising, and how building privacy-centric infrastructure will benefit buyers, sellers, publishers and consumers across the board.

Brittany Slattery: As we look at this next year, and even beyond 2024, we believe that the workflow for video advertising of the future needs to change, in order to support a privacy-centric infrastructure for both targeting, execution, and for measurement. Each of the publishers who we work with today have such rich first-party data at their hands. They need control, they need a way to be able to provision access to that data in privacy-safe ways. And there is so much benefit to doing that.

From a measurement company standpoint, to be able to have more data to infuse and enable their measurement systems, from an advertiser and buyer standpoint, to be able to have that data to more effectively plan and execute where their dollars are being spent. So, we, both at an OpenAP standpoint, and then more broadly from a Joint Industry Committee, and the work that's being done to build the streaming data service, believe that data clean room technology is the future. And so, how do we create the foundation that needs to be set, that then is interoperable with all of the investments that measurement companies, publishers, brands, are making in their own systems? 

And then, how do you tie that back to a common notion of identity, so you can really see across your investment, across your buy, de-duplicated reach and frequency that helps fuel growth at the end of the day of the ecosystem, because you can be smarter and wiser with where you're actually spending your dollars, eliminate waste, and see more ROI for your business.