Privacy regulations and platform policies are creating significant uncertainties for the advertising industry and its data practices. With the rise of connected TV (CTV) alongside broadcast/linear, planning, activation, and measurement solutions have been iterating for a number of years, and privacy changes are only adding to the state of flux. To date, TV companies have mostly viewed privacy through the lens of compliance, while regulatory and platform shifts are now creating an imperative to think and act strategically about their solutions portfolio.
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