Smart TV OS owners face “constant conflict” between privacy, advertiser demands

DENVER—Most smart TV operating system (OS) owners are in the ad sales business now. Software providers for budget and premium TVs are honing their ad skills, which requires advancing their ability to collect user data. This is creating an “inherent conflict” within the industry, Takashi Nakano, VP of content and programming at Samsung TV Plus, said at the StreamTV Show in Denver last week.

During a panel at StreamTV Insider’s conference entitled “CTV OS Leader Roundtable: From Drivers to Engagement and Content Strategy,” Nakano acknowledged the opposing needs of advertisers and smart TV users, who are calling for a reasonable amount of data privacy.

“Do you want your data sold out there and everyone to know exactly what you’ve been watching … the answer is generally no,” the Samsung executive said. “Yet, advertisers want all of this data. They wanna know exactly what you ate for breakfast."

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