SAN JUAN, Puerto Rico – The gradual disappearance of online tracking cookies and device identifiers is challenging the advertising industry to develop a way to improve their ad targeting while also protecting consumer privacy. The need for new identifiers is heightened with the growing popularity of connected television (CTV) as people watch video content on mobile phones and smart TVs.

“Those elements are coalescing in our present moment to reshape what’s going on with advertising identity,” Ben Hovaness, senior vice president of marketplace intelligence at Omnicom Media, said in this interview with Scott Schiller at the Beet Retreat.

The growth of CTV raises numerous questions for media buyers.

“How do we transact? How do we measure? How do we even price media? Are we going to move away from more of an upfront market to more of a spot market, analogous to what we’ve been doing in the digital world for many years?” Hovaness said.

Big Data From Big Audiences

Households that have a smart TV generate reams of data for advertisers and content providers to analyze in their decision-making. The metrics have a growing role in setting the value of advertising transactions.

“We’re moving away from panels … based on tens of thousands of people that we’re using to extrapolate the behavior of over 100 million to using Big Data sets,” Hovaness said. “In theory, that should allow us to achieve a higher level of accuracy and maybe more importantly, a greater level of precision in terms of getting a sense of what people are watching.”

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