The following is part of TV[R]EV’s “Eyes On Local” video series. Interested in learning more? See our new “Local OTT: What You Need to Know” special report.

Current growth around OTT and CTV advertising -- and especially local OTT and CTV advertising -- has the industry looking ahead at a pretty bright future. Scott Cunningham, owner of Cunningham Tech Consulting, weighs in on some of the details of that future in the video below:

"The march toward first-party data is very real. And I think you only find that the value of that increases, therefore the advertising spends increase -- I think the CPMs and whatever types of monetization transactions between the buyer and seller are going to increase, too. And where does that leave the (in some cases) intermediaries around this?

Well, that's going to be the interesting conversation. Because if you think about local audiences and first-party data, and the ability to capture that information and then find them again, to be able to remarket to them in such a way that is privacy friendly is to be determined.

But at the same time, that reach to get back to those audiences for some of these brand marketers -- especially coming out of the attention grab that OTT and CTV is -- especially right now when people are consuming massive amounts of OTT and CTV type of video, I think the advertising transactional element of this may not be keeping up with the consumer consumption. But I always find that these are the times where the best innovation cycles really do happen."